On the eve of the Women’s National Football team’s crucial World Cup playoff against Scotland back in October, Sky wanted to demonstrate to the team that the entire Irish football community was behind them.

To do so, we created a unique experience with Ireland’s leading League of Ireland Premier Division clubs, including Shelbourne FC and Cork City, putting Outbelieve front and centre on pitches across Ireland 24 hours before kick-off in Hampden Park.

Working with professional pitch painters, we used each centre circle to create the O in Outbelieve, a dramatic demonstration of support and solidarity with the team before the most significant match of their careers.

Not only was it an eye-catching experience for fans and players alike, but the content piece around the activation quickly became one of the most wildly viewed of the year on Sky’s social channels.