Challenge:

In 2020, Liverpool FC finally lifted the Premier League trophy. The Anfield Wrap wanted to mark the moment — not with a polite pat on the back, but with a jab right to the ribs of their rivals. Specifically, Manchester. This wasn’t about celebration. It was about statement.

They needed a moment of marketing mischief. Something sharp. Something savage. And definitely not something safe.

Our Idea:

Hijack Manchester’s most iconic billboard — The Trafford Arch — for a one-day digital OOH coup. Why there? Because it’s a notorious traffic bottleneck, a 60-foot LED screen in the shadow of Old Trafford, and a golden opportunity to troll a city in its own backyard.

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Execution:

For 24 glorious hours, the arch blazed red with a brutal headline:
“37 miles from the country’s most successful club.”

No logo. No mercy. Just pure fan pride, beamed right into Manchester’s rush-hour eyeballs. We matched message to moment, mapped audience to geography, and struck where it would sting. Guerrilla, but with precision.

And we didn’t stop at the billboard. We worked with TAW to build a social storm, setting the tone online so the taunt could ripple far beyond the M60.

Results:

• 60,000+ local impressions from the digital OOH
• 200,000+ social media engagements across Twitter, Facebook and Instagram
• National press coverage, including sport and culture outlets
• Thousands of boiling comments, memes, shares, and debates
• A PR ripple that lasted weeks — and a place in TAW folklore

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Why It Worked:

This campaign nailed the moment. It was reactive, relevant, and ruthlessly on-brand. TAW knew their fans would love it — and their rivals would hate it. That’s the point. In the tribal world of football, tension is traction.

We didn’t just say something. We caused something.

Legacy:

It’s not our first rodeo with TAW. In 2020, we took over Liverpool Street Station in London with a campaign that’s still being talked about. But this one? It was louder, faster, harder to ignore — and designed to live in infamy.

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