Project update – February 2010
Do you sometimes need to say a lot in very few words? Perhaps for a strapline, tagline or slogan?...
Writers’ team approach to coming up with ideas for short, memorable lines recently helped us win the pitch to write the slogan for UEFA EURO 2012. This competition is a major occasion on the football calendar and the world’s third-largest sporting event.
The brief was based on the tournament’s location, in Poland and Ukraine. The European Championships have never been staged in two Eastern European countries, so this is incredibly important to them, culturally and commercially. The main objective was to tell the world that this was something completely new – for the host countries and for football.
We put forward ten concepts for the slogan. The winning line, ‘Creating history together’, was chosen because it states, simply, that UEFA EURO 2012 is a significant new chapter in the history of the two countries, and in the history of football. The word ‘together’ refers to everyone involved in the event, creating this next chapter: organisers, players, travelling fans and fans at home – all united in a common purpose.
So if you want to pack a lot into as few words as possible – or want to know more about our ideas process, which works equally well for brand and product names, ad campaigns and concepts – get in touch.