The Euros 2024

ITV’s campaign to promote its airing of the UEFA Euro 2024 last summer is a masterclass in emotional resonance and reactive craft from an in-house creative agency.

The 2024 Men’s Euros was a huge moment on ITV. After initial optimism, the national mood had started to flag as England's performance was felt to be lacking – the country torn between continuing to root for the team and mounting disappointment.

This feeling of national uncertainty inspired two lauded out-of-home campaigns which ITV’s in-house creative agency, ITV Creative, put out to drive people to watch the games and support its coverage of the tournament.

The first set was released two days before the England game against Slovakia on the 30th June (a hotly anticipated game as it would decide if England would qualify for the quarter finals). This campaign featured simple portraits of nervous England fans lost in their feelings, tightly cropped with minimal copy.

Ahead of the much anticipated final between England and Spain, ITV then ran a second set of work – almost the reverse – a fan’s eye view of the game, shot through fingers as if we can't bear to watch.

These posters were widely shared on social media and featured in industry press, showing ITV really 'got' the national mood in a way which broadcasters often don't.