Overview
To bring EE's Yes Boys campaign to life during football's biggest tournament, we developed an on-the-ground social content programme designed to connect with fans and families in the moments that mattered most.
From capturing fan culture in the US to documenting the atmosphere across England and Scotland, the campaign blended high-energy matchday storytelling with deeper conversations around pressure, confidence, role models and support.
(WE HAD Already begun to support this on social - https://ronaldolaibi.com/supporting-boys-through-football)
CREATIVE
At the heart of the campaign was Yes Boys Away Days, a father-and-son creator series that followed the tournament from the perspective of fans on the ground. The content evolved throughout the competition, moving from influencer-led storytelling and road-trip conversations to fan-led content, supporter vox pops, national TIFO activations and reactive cultural moments.
Role
LEAD CREATIVE AND Creative director (and one of two videographers on the road and supporting editor)
Featured work:
Real Talks on the Road | Father & Son Series
Fan Culture & Vox Pops
TIFO Activations
Knockout rounds content in the Uk
Reactive content
Hype and Support
Tournament end
