For Green Football Weekend 2024, we were asked to design and deliver a social campaign to build buzz in the run-up to the weekend—and keep fans talking throughout.

We created a schedule of posts highlighting climate action across football—from clubs and players to pundits and celebrity fans. We also joined the conversation in real-time during matches, reacting live to weave climate action into the football chat.

The campaign invited fans to make green pledges and score points for their club, plus swap meat for veg with a player-inspired cookbook. It was football, fandom and climate action all playing on the same team.