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BT is changing the rules of the beautiful game in a campaign ahead of the 2020/2021 Premier League's kick-off.

"Unlimited substitutions" shows a drab committee meeting (featuring Everton manager Carlo Ancelotti) in which the participants conclude that "football needs a total reset". Together, the team proposes that clubs can carry out unlimited substitutions – including the ability to "switch whole teams out, in any competition" – in a bid to add more flexibility for the beautiful game.

The team’s proposal goes viral, generating strong reactions from Gary Lineker and Rio Ferdinand as well as Jamie Vardy (alongside his now infamous wife Rebekah), who is shocked to be subbed during a Leicester City match.

The work was written by Sam Simmonds, art directed by George Coyle and directed by Ben Corfield at Stitch Editing. Media was handled by Essence.