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Get in touchThe Pools: The Pools Party
The Ask
Land The Pools back in the football conversation during the biggest tournament in the world, in a way that felt true to a brand built on generations. Real fans. Genuinely involved. On camera. This was The Pools' first ever filmed street activation and live audience content — a genuine first for the brand. As specialists in regulated gaming communications, Square in the Air understood both the creative opportunity and the compliance demands of a live public activation for a licensed gambling brand.
The Idea
We built The Pools Party, led and introduced by freestyle football entertainer James "Rocket" Long.
Then two challenges. First: a keepie uppie test, with prizes for those who could deliver. Second, and this is where we connected it back to The Pools, a generations-led World Cup quiz. Each participant had to call a relative on the spot and answer three questions together about the 1966 World Cup final. The tournament England won. Together.
The Output
Six films. 139,000 views on one video alone. Spontaneous reactions. Family phone calls. Competitive pride. And on the street, The Pools' brand recognition was immediate, a brand with genuine heritage proving it still belongs in the conversation.
The Pools Party marked the brand's first move into filmed street content and live audience interaction. It proved the appetite was there, and gave a heritage brand a warm, celebratory presence at the world's biggest football tournament.
