The campaign was conceived and developed by independent agency 180 Amsterdam, which won the Uefa account in July this year. The agency's brief was to raise awareness of the breadth of Uefa's role in European football.
Uefa's activities range from the organisation of elite football, including the European Championship, the Champions League and the Uefa Cup, to less well-known involvement in youth football, including campaigning against racism in the game, and supporting the Special Olympics.
The 30-second spot, entitled "we care", was produced in-house at 180 Amsterdam, and uses archive images of the game against a hip-hop soundtrack.
Copywriter Peter McHugh, 180's executive creative director, said: "We combined authentic football footage from Uefa's vast film archives with a graphic treatment and an editorial approach."
The ad will break on November 4 and will be shown during the half-time break of match broadcasts during the Champions League 2003/2004 season, ending with the final next May. It will be broadcast in 42 European countries in different language versions.
A longer 60-second spot will be used in stadia during matches and other Uefa-related events. The music track used on both ads is 'Vipco' from the album 'Hinterland' by Aim.
180 Amsterdam employs 70 people from 21 countries, and its clients include MTV Europe, Dr Pepper and Dunlop Types Europe. It also shares creative duties on the Adidas International account with TBWA/Chiat/Day San Francisco.
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