Barclays have sponsored the Premier League for 10 years. But it's always been about the fame, rather than the fans.

Our brief was to give real meaning to the association by casting Barclays as the brand which recognised and thanked the ordinary fan.

An ad was created to say thank you. But our remit was to turn this into a season long commitment to fans.

To do so, we had to do more than just thank fans. We had to show them that we understood what it meant to be a fan and to celebrate that. Without the fans, there would be no Premier League – so we developed a common language to recognise this and rally fans: #YouAreFootball.

This then gave rise to an engaging series of films, interviews, conversations & stories as well as in stadium advertising that showcased and rewarded the incredible dedication of fans.

The campaign goals were to improve trust and consideration for Barclays globally. These two brand metrics have a direct impact on the commercial performance of Barclays as a business.

The Barclays #YouAreFootball Experiment took place on March 29th and March 30th.

Fans from Arsenal, Manchester City, Liverpool FC and Tottenham were wired up to FirstBeat BodyGuard 2 heart rate monitors while watching the games in stadiums and famous fan pubs across the country.

Super fans from each team also watched at Barclays Premier League Live in Johannesburg, South Africa while being monitored.

We sent crews to each location to capture content simultaneously.

We told the experiment story from a global perspective and from the perspective of Liverpool, Man City, Arsenal and Spurs fans.

To date, the #YouAreFootball Experiment has been viewed over 250,000 times across Facebook & YouTube with no paid media. It has been shared 19,000 times and reached over 4million people across owned channels

Sentiment has been 96% positive and the experiment was one of only 3 pieces of brand content featured in the Contagious Viral Video Chart.

The experiment has been covered across international news media as well as club media & broadcast TV coverage on BT Sports & Bloomberg News.