Standard Chartered challenged the agency to raise awareness of avoidable blindness and draw attention to its Seeing Is Believing community program.

Through the bank’s LFC partnership, we identified an opportunity to do so with the club’s global audience of almost 600 million fans. But to earn their attention we needed to communicate in a way that was both universally understood, new and entertaining.

Through the LFC sponsorship, we would create a shareable, technology-enabled story that demonstrates to football fans – in an unforgettable way – the importance of sight and foster more appreciation of the bank’s community program Seeing is Believing.

In doing so, we would further promote both LFC and SiB partnerships, providing mass positive engagement for the bank (and as we know, it’s always challenging to convince people say anything positive things about banks!)

Our hero audio experience captures the journey of a blind Liverpool fan on game day. With 360-degree clarity fans hear the unique sounds of Liverpool in a whole new light.

Using a cutting-edge binaural techniques, a specially design ‘ear shaped’ microphone was positioned at the centre of the KOP to capture fans singing their anthem “You’ll Never Walk Alone” in full voice.

We created five supplementary films that featured Pat’s story and LFC players experiencing the recording and their passionate reactions.

All content was housed on a SCB campaign site and propagated to millions via SCB and LFC owned media.

Partnerships with Goal.com, ESPN FC and FourFourTwo ensured hardcore football fans discovered our experience, whilst short-form video took our story to the masses on YouTube.