The temperature and humidity in Brazil had become part of the national conversation, so we tapped into that cultural reference point in order to drive maximum talkability – and so the Conditions Zone was born.

We created a bespoke, state-of-the-art controlled environment offering grassroots footballers the chance to play 5-a-side football in the same conditions as England’s opening World Cup game in Manaus.

Players’ hydration levels and vital statistics were tracked to ensure that science was at the heart of the experience, which enabled us to back up the brand claims around hydration and performance.

All 2268 spaces available slots were filled within 48 hours of the registration site going live, and the experience was covered in almost every national newspaper and had a broadcast reach of over 17 million, creating an in-person experience which truly resonated in culture.

The experience won multiple gold awards from a range of awarding bodies and became one of our most awarded experiences ever.