The Football Association asked us to raise awareness for their Respect campaign which aims to reduce the abuse suffered by players and officials at all levels of the game.


[Advert courtesy of The FA]

We conceived and produced a series of truly viral films that ensured maximum impact for the campaign and it’s website. The first was a populist comedy telling the story of a match that falls apart because there is no referee. It featured a celebrity cast – including a cameo role for England coach Fabio Capello – carefully selected to appeal to football fans and the wider viewing public.

This launch film was followed by two harder hitting executions featuring Hollywood star Ray Winston.

Each of the films achieved huge media impact including showings on main BBC and ITV news programmes and widespread national press coverage. Combined views online approached 20 million. The campaign recently received a coveted Sports Industry Awards prize for it’s PR impact.

Beverley Ward of The FA commented: 'Contentment is the first viral production agency The FA has worked with and they have been first class. The people are lovely, the process from briefing to script to production has been easy and the end result has been fantastically well received, both internally and by our consumers.
The Times rated the viral a masterpiece - what more could we say?'