Switching from iPhone to Pixel? Controversial at best. Enter Sol Campbell—a man who knows a thing or two about controversy after switching from Spurs to bitter rivals Arsenal back in 2001. Over two decades ago, yet still the single most divisive transfer in UK football history.

 

We dropped this video the day before the North London derby, packed the script with easter eggs and on-the-nose digs, speaking directly to UK football fans. This truly viral campaign was crafted through cultural understanding and razor-sharp strategy to land it at the exact right moment.

 

It was a hot topic in the turnstiles and online earning over 35M+ organic views and 1.3M engagements. Critics called it provocative, but questioned if it sold phones? We doubled Pixel sales YoY for the January transfer window.

 

Job done.