We were appointed by Hays in 2019 to evolve and activate Hays’ global sponsorship of Manchester City Football Group. Entering its 7th year, the partnership needed a refresh: a bold creative idea to infuse the energy of elite sports into the world of work. 

Our HumanValues™ analysis revealed that the Hays audience is driven by an ambitious pursuit of success. But whilst success is a goal in itself, what matters most to this group is gaining esteem from others through their achievements. 

Leveraging this insight, our strategy was to shine the spotlight on the level of devotion Hays offers every candidate, client and colleague on their journey to success. We created ’BEHIND EVERY GOAL’ – the creative platform for an integrated, global campaign that demonstrates the partnership’s proven success story. Working closely with Man City, we created a six-part content series with six star players including Raheem Sterling, Steph Houghton, Rodri, Pauline Bremer, Ilkay Gundogan and Matilde Fidalgo. Our creative work has also included a number of print (matchday programme, ticket wallet) and online deliverables (social posts, website takeover, solus emails, competition emails).