Idris Elba. This is Football.

Lifting the Premier League rights from Foxtel was a momentous coup for Optus, with huge financial cost and infrastructural change associated.

From a communications perspective, the challenge was speaking in an authentic voice to die-hard fans and engaging broader sports enthusiasts. Inspiring Australia to fall in love with the Premier League all over again.

The level of complexity in bringing not only a new asset but an entirely new content delivery platform to market was immense.

Our insight was rooted in the habits, the rituals, the passions and the heartaches of a Premier League fan.

To reach to this unique demographic, we needed to talk with an authentic voice of authority. With strength and conviction.

We needed to stand out. Be bold. Be different. Be world class. With a voice from a genuine fan with real heart.

Bringing to life a fan’s love letter to the Premier League.

Addressed by one of its biggest fans. Arsenal supporter Idris Elba.