Mischief had the idea to hijack the conversation around the England squad. To tap into the attention Gareth Southgate’s waistcoat was garnering, we photoshopped ‘It’s Coming Home’ onto his iconic suit. The writing was so minute that viewers would only see the embroidery with a Huawei P20 Pro phone - which has a 5x zoom Leica camera.
The idea was live within hours and had been shared across the world quicker than you could say ‘Three Lions’.
However the Huawei message was in danger of getting lost in the hysteria so, working together with Huawei, a strategy was developed to bring the story back to the brand. We encouraged fans and media alike to lobby for the ‘It’s Coming Home’ waistcoat to be made for real – and even called out M&S to take part.
Within eight days the idea turned into a Huawei and M&S partnership, a limited number of waistcoats were made for real, media coverage spanned worldwide and one lucky England fan had the chance to win it in time for the semi-final. Even Gazza wanted a piece of the action.
With media pickup totalling a reach of 912 million, Huawei won the battle of the tech giants during the competition… even if England didn’t win the World Cup.