BBC: advert-body-1 by BBC Creative

After a disappointing lack of sport over the past year, we’re just moments away from the first of this summer’s major sporting events and the BBC wants football fans of England, Scotland and Wales to know that it is the destination for 24/7 Euros coverage across TV, radio and online.

The BBC Creative Euros push centres around the insight that people have been waiting a long time for this tournament, executing this notion across a variety of media, from an animated ‘Our Wait is Over’ cartoon to an out-of-home (OOH) campaign, tailored to each contending nation’s fanbase to get the UK’s football fever going.

While the ‘Our Wait is Over’ animation was released back in mid-May, this week (2 June) the BBC released its OOH campaign that features an array of football references tailored to each nation’s fanbase, and brings the BBC closer to fans than ever before.

Alongside other designs, England fans are reminded of the advantage in having to wait another year for the Euros with 'At least we’ve had an extra year of penalty practice'. 'Wales. Wales. Wales. In that order' (in English and Welsh) is proudly on show across Wales as a nod to Gareth Bale’s celebration after he helped his home nation secure its place in the competition.

Meanwhile, 'Is it finally time to Boogie? Yes Sir' is on display throughout Scotland, reminding fans of the 1970s disco classic and Scotland's unofficial anthem.

Jones explains: “OOH really allows us to talk directly to our audiences. And with sites across all three qualifying home nations we were able to write a campaign that really reflected the wait and anticipation the fans have experienced but in a really specific and relevant way. Of course, we wanted to do this with some humour, so this was a lot of fun for the team to write.”