Heineken, a partner of the men's Euros, wanted to celebrate the first international tournament after COVID, by celebrating the friendly rivalry (not always the case) between supporters of the participating home nations.

With the insight that the Scots and the Welsh love nothing more than getting one over, and puncturing the egos of the English, I wanted to dramatise that with two elaborate pranks.

First, the flattery. Rio Ferdinand was given the honour to sit for a portrait to appear in a Heineken Hall of Fame, celebrating international footballing icons. Meanwhile Jermaine Jenas (can we still mention him?) had been selected to model a one-off suit designed to mark the Euros. B

Little did they know that both of these were a set-up by their respective home nations rivals Robbie Savage and Ally McCoist for two hidden camera stunts, where the Welsh and Scots get the last laugh.

'The Painting' and 'The Suit' racked up over 5 million organic views. The pervasiveness of the campaign, with content appearing repeatedly in earned media over four weeks, established Heineken as the number one brand over other official Euro 2020 partners such as Just Eat, Coca Cola and Volkswagen for coverage and share of voice.