BT's creepy ad depicts online hate as a shadowy boogeyman

U.K. telecom giant BT is tackling online hate ahead of the Euro 2020 soccer championships in a campaign that includes a creepy, horror-themed ad as well as an initiative rallying together a diverse "team" of professional players, "Hope United." A cinematic film, directed by Matilda Finn of Stink films, imagines online hate as a shadowy boogeyman who creeps into every crevice of people's lives. It ends with a call to action, "Help us beat online hate," asking viewers to join Hope United. The ad ran on Tuesday night, during the UEFA Europa League Final on BT Sport. Saatchi & Saatchi London developed the brand identity for the team, along with the creative aspects of the campaign including social media content, TV, outdoor and press ads.

BT's creepy ad depicts online hate as a shadowy boogeyman

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