As movies are in an increasingly loud and competitive marketplace, all striving for consumers’ attention, our challenge was to see how ITV could help 20th Century Fox to make sure their return to the action-packed blockbuster Independence Day: Resurgence, stood out from the crowd.


For a film aimed at predominantly ABC1 Men, what better place to launch the movie than during the biggest footballing tournament of the year, EURO 2016. We had found the perfect match!


This idea all began when the topic of Euro '96 came up in an idea session with the client in October 2015, arguably one of the most memorable championships to date for host-nation England, which is celebrating its 20th Anniversary this year. 20 years also marks the year the disaster movie genre was redefined by Independence Day.

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