Traditionally, six punches – jab, cross, lead hook, rear hook, lead uppercut, rear uppercut – have formed the foundation of boxing.
But boxing not-for-profit, Behind The Gloves, and creative agency, Brothers & Sisters’ campaign is built around boxing’s mythical 7th punch – the punch no one sees coming. The 7th punch is true for both boxing and a metaphor for the unexpected punches we get thrown at us in life. The idea behind the campaign is that life will inevitably hit us with something we’re not expecting, but sometimes the most important fight is what we choose to do next.
The campaign promotes Midnight Mayhem, a Behind The Gloves charity event taking place in Barcelona next year where twenty people from across the gaming and gambling industry have been invited to take part in nine boxing bouts.
Andy Fowler, founder and ECD of Brothers & Sisters, stated, “There are 6 punches in boxing. We invented a 7th to represent the life event no one saw coming. It’s what all our Midnight Mayhem amateur fighters are overcoming. And it’s why they deserve our support.”
Behind The Gloves is a community-driven initiative and nonprofit organisation founded by Lee McFarland. The charity uses boxing, fitness, and corporate engagement, primarily within the iGaming and sports betting sectors, to host wellness experiences and raise funds for charitable causes.
The campaign is built around an AI-generated film set in Mexico in the 1970s, where the mythical seventh punch first originates. Inspired by Mexico’s boxing heritage, the film opens on a young boy being coached by his mentor, who regales the tale of the seventh punch. The film follows our mentor’s narrative, culminating in that seventh blow inspiring those brave enough to step into the ring. It was produced by Everything is Computer, an AI specialist production company launched in 2025.
The launch film will be followed by video content by the amateur fighters talking about their own personal seventh punch story from numerous global businesses participating in Midnight Mayhem.
Each of the contenders is undertaking a six-month boxing training programme before stepping into the ring during ICE Barcelona (part of World Gaming Week), in order to raise money and awareness for 25 charitable causes. The charity’s ambition is to raise €200,000 through the campaign. Midnight Mayhem takes place on 19 January 2027. The 7th Punch campaign will run right up until the event in January next year.
Lee McFarland, founder, Behind The Gloves, stated, “Brothers & Sisters have been incredible partners, defining the idea that in both boxing and in life the 7th Punch is the hardest to take. They understood from the beginning that this was about far more than producing a film, it was about telling a deeply human story with honesty, sensitivity and impact.”
Credits:
Client: Behind the Glove
Agency: Brothers and Sisters
CCO: Andy Fowler
ECD: Nik Studzinski
Account Management: Matt Charlton
Art Director: Andy Fowler
Copywriter: Andy Fowler
Agency Producer: Liz Dolan
Production & Post-Production Company: EIC (Everything is Computer)
Editor: Tim Hardy @ STITCH
Grade: George K & Black Kite
Sound Design: Seb Bruen
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