The World Cup has ignited football fandom again and triggered dozens of brand campaigns. This one by Channel 4 with SunLife owns its own podium. Channel 4 has restored the broadcast of England’s World Cup win in 1996, turning it into a fundraising campaign for Alzheimer’s Society.
On July 1966, England defeated West Germany at Wembley Stadium. It’s sixty years since England won the World Cup and it has gained a new purpose. Channel 4 will re-air the historic moment of football glory to highlight the ongoing impact of dementia. The idea, identified by Medialab as an opportunity to unite two brands, brings together SunLife and Alzheimer’s Society.
The broadcast on June 6, created in partnership with SunLife will raise awareness of dementia and Alzheimer’s Society, supporting people living with dementia and their families. It will be broadcast in full, including extra time, a controversial goal, crowds on the pitch and Queen Elizabeth II presenting England captain, Bobby Moore, with the golden Jules Rimet trophy. It will also be broadcast in full colour, with on-screen calls-to-action at intervals to encourage viewers to donate to Alzheimer’s Society.
Comedian, David Baddiel will introduce the broadcast, with Sir Geoff Hurst, whose hattrick contributed to the World Cup win, reflecting on the match and remembering his teammates who developed dementia. Contributions also come from current and former England stars including men’s captain, Harry Kane.
1966 FIFA World Cup Final In Colour was commissioned for Channel 4 by Joe Blake-Turner, commissioning editor, sport and produced by Whisper and Final Replay. Anton Sensky is the producer and director for Whisper. Executive producers are Colin Hopkins and Neil Canetty-Clarke for Final Replay and Harry Allen and Geoff Riding for Whisper.
Joe Blake Turner stated,“As we approach a World Cup summer, there’s no better time to relive England’s one and only victory with this special broadcast that will also raise awareness and funds for Alzheimer’s Society. It’s a privilege to feature some of the charity’s ambassadors Sir Geoff Hurst and David Baddiel for such an important cause.”
Neil Canetty-Clarke, Executive Producer, added,“60 years ago, 32 million people, the largest ever audience in UK history, watched England win the 1966 FIFA World Cup Final in black and white – we hope millions more will watch it in colour on Channel 4 on June 6th to celebrate the anniversary and support Alzheimer’s Society.”
Leave A Reply