125 years might seem an odd anniversary to celebrate – we thought so too (at first) – but for a club with so much tradition and history, any reason to recognise a milestone is welcomed. The challenge for the agency was to find a relevant and meaningful role for a bank in this celebration.

Our primary brief was to reinforce and amplify the bank’s partnership with Liverpool FC in its vast and diverse global markets. 40+ in all, from Jordan to Singapore, London to Nepal, Hong Kong to Kenya, and provide a way for local markets to engage customers and generate retail business.

The bank also wanted content that would increase positive engagement on Standard Chartered’s social platforms globally. And we all know how hard it can be to say something nice about a bank….

A season long, global campaign, featuring numerically themed stories leveraging club legends, milestones, players and fans:

#1: Record Breakers: Celebrating key club milestones.

#7: King Kenny: A children’s book sharing the legacy of Kenny Dalglish with the next generation.

#8: The Captain: Dissecting the role of leadership with LFC Captains.

#11: Equality: 11 players on diversity and equality that both the club and bank value.

#12: 12th Man: A tribute to the club’s global fans.

#54: The 54,079 Anfield seats and stories of Reds who fill them.

#64: Hear the Kop Roar: 3D binaural experience of the famous “You’ll Never Walk Alone” anthem – adopted by LFC in 1964.

#90: Game Changers: The importance of a full 90 minutes of effort from a club who has scored more final minute goals than any other.

#125: Our Future: A look at the clubs vision for the next 125 years.