Creative

These guys are tough, but using a defibrillator needn’t be.

That was the brief to Right Formula’s Creative, Strategy and Digital teams from Sky Betting & Gaming and the British Heart Foundation following national research: turn hesitation into action with a hero film that uses football’s own idea of toughness to show that courage isn’t feeling no fear, it’s choosing to act anyway.

Featuring six of the toughest football legends – Roy Keane, Micah Richards, Paul Ince, Iain Dowie, Neil “Razor” Ruddock & Julian Dicks – we ideated and produced the film on a tight schedule structured around the Overlap podcast recording at THG Studios.

As part of the long running Every Minute Matters campaign, Sky Bet have funded over 400 defibrillators for communities across the UK.