53 pieces of media coverage

2.4bn reach

5m+ YouTube views


Ahead of the hugely saturated 2018 World Cup we helped betting company 888sport re-invent a new personality to help inject fan growth across core and new audiences at a key period.

With brand message ‘Take ‘Em On’ at the heart, we brought to life 888sport’s alternative personality by training grime sensation Big Narstie to transform from Rapper to Reporter, and taking on the traditional reporting scene in Russia.

Released to coincide with England’s World Cup fixtures, the seven-part content series was featured in the broadest spectrum of media including BBC, JOE, Caught Offside and GRM Daily.