We took the most iconic ad a pub has. The pub sign. And tuned it into an ad for football.

Pub signs are steeped in history so to create something authentic we found one of the few remaining traditional pub sign artists to hand paint and gild a range of bespoke signs.

We produced six different signs that combined a pub name with a European football icon. And just like real pub signs celebrate local heroes or historic events ours did too.

We approached pubs up and down the country with similar names and in the run up to match days replaced their old signs with our new ones.

Once the signs were installed, fans turned up to find their local had become the home of Champions League football.

We also turned the signs into print ads for the trade with the headline ‘Make your pub the home of Champions League’.

Installing the new signs was a massive undertaking as some of the signs being replaced had been hanging outside for decades.

In the run up to Champions League match days we installed signs in Godalming, Surrey. Cardiff, Wales. Stoke Newington, London and Bishop Monkton, North Yorkshire. The signs stayed up ranging in time from a few days to a few weeks.

The Pub Sign campaign appeared on the front covers of UK pub trade publications. For topicality we ran the pub sign that was most relevant to the Champions League game being played that week. So for example, in the lead up to an FC Barcelona game we ran The Star pub sign featuring Messi.

Nearly three times as many people signed up for BT Sport as before the campaign ran, despite the perceived increase in cost.

The BT Call Centre received the highest number of enquiries ever about the new BT Sport package for pubs.

Website traffic was at an all time high in the lead up to the start of the season.

On top of this the campaign made the national press when Gareth Bale wanted to keep his sign and was photographed with it.