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England’s 2018 World Cup squad announced in film by Somesuch’s Dan Emmerson for Wieden+Kennedy


The Football Association has announced England’s squad for the 2018 Fifa World Cup in unique fashion this time round, enlisting young fans across England to deliver the news in a short film. Directed by Dan Emmerson via Somesuch and made by ad agency Wieden+Kennedy, the film – released on social media – brings fanatic spirit to the screen as a diverse cast list the 23-strong team.

Channelling some of the energy of Wieden+Kennedy’s other recent and highly successful campaign Nothing Beats a Londoner, the film shows young fans in their local neighbourhoods, speaking to camera and voicing their excitement and support for their local idols such as Raheem Sterling, Jamie Vardy, Jordan Pickford and Harry Kane.

The video was shot on location in Wembley and numerous towns and cities throughout the country, and features players from grassroots teams such as Moorside Rangers in Manchester and Sheffield Wednesday Ladies U16s. It finishes with two of the film’s stars shouting the campaign’s call to action: “Let’s Get to Work”.

The squad will wear a kit by Nike, featuring a custom typeface designed by Craig Ward.