180 has been briefed to demonstrate and raise general awareness of the breadth of involvement of Uefa in European football. It won the business after a shootout against a number of unnamed agencies.
It will develop a series of ads for Uefa, which show the range of the organisation's work, from running the European Championship, the Uefa Champions League and Uefa Cup to campaigning against racism in football and supporting the Special Olympics.
The 60- and 30-second spots will run internationally and will break at the start of the Uefa Champions League 03/04 season on Tuesday September 16.
Mike Lee, Uefa's director of communications and public affairs, said: "This is an important part of Uefa's overall communications programme. The mission is to explain and show our range of work as a governing body and to highlight the great benefits of European football. We are delighted to be working with 180 on this exciting project."
The 30-second TV spots will run during the half-time break of every one of the 125 games starting in September, ending with the final in May, and will be aired in 42 European countries. The 60-second promo will be used in stadia and other Uefa-related events.
Peter McHugh, 180 executive creative director, said: "Uefa is a great organisation that probably doesn't get the credit it deserves for everything they're doing to help the game of football. These commercials are the first step in trying to correct that misperception."
While the 70-strong 180 is based in Amsterdam, it works internationally and includes Adidas, Dunlop Tyres Europe and Schweppes International among its clients.
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