Toshiba X Euros '24

With the 2024 Euros on the horizon, Toshiba TV set out to create a campaignthat felt meaningful beyond the tournament itself. The challenge was toauthentically connect with football fans across the UK while giving back to thegrassroots game - ensuring the brand showed up with purpose, not justpresence, in a crowded sponsorship landscape.

Fronted by Cole Palmer, Toshiba launched a campaign rooted in supportinggrassroots football, bringing the spotlight back to where the game begins. Theactivation centred around a dedicated content day, capturing Cole in actionthrough press interviews, hands-on coaching moments with local clubyoungsters, and a suite of key visual photography.

This content formed the backbone of a wider campaign ecosystem, spanning amicrosite and owned social channels, all unified by Toshiba’s emotive brandplatform: ‘Seeing is Believing’. As anticipation built toward the Euros, thecampaign tapped into national excitement while grounding the narrative inreal, human stories from the grassroots level.

Cole’s performances throughout the tournament only amplified thecampaign’s impact - his composure, confidence and standout moments on thepitch made him impossible to ignore. It truly was something that had to beseen to be believed.

The campaign successfully bridged elite performance with grassroots purpose, resonating strongly with audiences across platforms. It delivered:

• 180K views across the microsite and owned social channels

• 3.7 million cumulative organic views by aligning brand storytelling with both emerging talent and community impact, Toshiba created a campaign that felt timely, authentic and culturally relevant in the lead-up to the Euros.