BT SPORT / The UNSEEN STATS
Data dominates the modern game. But behind the cameras, online abuse still runs wild. Using AI, we measured the problem in real-time and surfaced the shocking stats sparking nationwide debate and became the backbone of The Black & Whitepaper, shaping BT’s online abuse policy.
Role: Creative Director
Silver & Bronze at Creative Circle, Gold, Silver & Bronze at the DMAs, Silver & 2x Bronze at The Caples, Silver & Bronze at Creativepool, Winner & Finalist at the Marketing Week Awards, Grand Prix Finalist at the DMAs, Winner at the I-COM Data Creativity Awards, Finalist at The One Show, Bronze at The Lovie Awards, Nominee at The Webby Awards, Highly Commended and Finalist at the Campaign Tech Awards, Highly Commended at The Drum Marketing Awards, Finalist at The Gerety Awards, Finalist at the DataIQ Awards
Case Study / Surfacing the stats no one was discussing.
The Black & Whitepaper / Shared with influencers and used to shape BT’s internal online abuse policy.
Surfacing the Stats / Live DOOH and print, powered by our data and released over the launch weekend.
On-air Takeover / Branded on-channel assets across football, rugby, boxing, cricket, Moto GP and UFC.
Tech Tip / To help the public play their part, we also created a BT Tech Tip, featured online and as a 30” TVC.