A video campaign created to show how, no matter how big the game is, Screwfix have always been part of football.
When an international football tournament rolls around, brands all look to find ways of being involved and jump on the opportunity. Screwfix didn’t want to just create another sales campaign to sell products. They wanted to show how they are always there to support the trade.
From maintaining the ground to repairing facilities and preparing for matchday, the work that makes football possible is rarely seen.
Yet without the trade, there is no game. For Screwfix, football isn’t a moment to borrow, it’s a world they’ve always been part of.
Rather than creating another football advert, we celebrated the people behind the game.
Filmed at a local non-league club, our hero film focused on the unseen moments that make every matchday possible. Through carefully choreographed sequences of repairing, preparing and maintaining the ground, we transformed everyday trade tasks into cinematic moments that carried the same pride and anticipation as the match itself.
Every shot was designed to celebrate the craft and graft behind football – from painting lines and fixing nets to preparing the changing rooms and switching on the floodlights – showing that the trade isn’t simply around the game; it’s woven into it.
To extend the campaign, we interviewed the club’s groundsman alongside players who were also tradespeople and Screwfix customers. They spoke about the shared values of teamwork, pride and preparation, creating a series of social films that ran throughout the tournament and reinforced Screwfix’s authentic connection to football beyond the final whistle.