The much delayed and highly anticipated UEFA Euro 2020 football championship tournament was taking place in the summer of 2021, during the Optimum launch campaign. And in previous Euro football tournaments, many of the knock-out games tended to go to extra time...that’s the moment when teams need extra power. It seemed the perfect fit for Duracell, and we negotiated with Rai for Duracell to sponsor every game going into extra time during the tournament, running tailored creative showing our brand icon, the Bunny, encouraging the teams to give it all, just before the game restarted for the final critical 30 minutes.