In 64-years of Europe’s top club competition, an all English final had happened once.

In 2019, history was made once more.

No one expected it to happen. But it did. And millions of unprepared football fans were left wondering, “what am I doing on 1 June?”

Inspired by a single viral post on Mums Net, our campaign played on a very real yet unprecedented tension.

Everyone’s busy in June. 12% of all weddings happen. 53,000 people getting hitched. An average of 100 guests each. That’s 530,000 people. Not to mention the 54,571 babies born. Hundreds of thousands of birthdays. Included the Queen’s. BBQs. Bar Mitzvahs.

That got us thinking. What plans would fans sacrifice to be there in Madrid and how could BT Sport help them cancel them?

The game spoke for itself. So, we advertised the biggest football match of the year, without showing any football.

Instead, we had one simple message. Whatever it is, cancel it.

Using #CantMissIt BT Sport offered fans the chance to win a VIP Champions League Final Experience in Madrid. All they had to do was tell us what they’d cancel to be there.

Once the activation had gone live and fans were gripped, we launched our bold typographical OOH campaign, flooding major rail, road and underground locations over three days from 30 May to 1 June.

Our campaign generated a massive 11.4b global impressions and helped deliver BT Sport’s biggest TV audience in its history.