The client brief was 'summer is a quiet time for televised football, so how do we stop fans cancelling their BT Sport subscription?' Our idea was the Pub Cup Tournament, which would be televised during the summer to give fans their footy fix and pub teams the chance to play in Premier League stadiums like the Emirates. We would sign big names like John Harston and Robbie Savage to be pub team managers. It was an ambitious idea, but the client loved it. The Pub Cup Tornament kicked off a year later, with the client handling the production of the assets in-house.