When the Lionesses secured their unforgettable Euros victory, Sure recognised the perfect moment to connect its iconic promise “It won’t let you down” with the pride and energy sweeping the nation. The win wasn’t just a sporting milestone; it was a cultural moment that called for something bold, fast, and memorable.
In just three days, working with VML and Mindshare, the brand rolled out a high-impact, multi-channel campaign featuring Metro cover wraps, 337 large-format OOH sites, and dynamic social activations. The execution combined reactive creative thinking with strategic media placements, celebrating the Lionesses’ success while reinforcing Sure’s dedication to movement, confidence, and empowering women in sport.
What was the brief?
Emily Heath, Global Brand Director, Sure - UNILEVER > The brief was to capitalise on the momentum of the Summer of Women’s Sports by creating work that celebrated the Lionesses’ success in the Euros. At the heart of the campaign was Sure’s unifying message, “It won’t let you down,” which felt more relevant than ever in the context of the team's achievements. We wanted to build on the existing partnership between Sure and UEFA, using unmissable media formats to hero the Lionesses’ win. The overarching idea was to inspire confidence and celebrate movement at every level - just like Sure does every day. By aligning with the Lionesses’ triumphs, we wanted to bring the brand’s promise of long-lasting protection into a real-world moment of pressure and pride, showing that Sure’s won’t let you down - just like the team it champions.
How did the initial pitch/brainstorming phase go?
Felix Cooney - Account Director - MINDSHARE, WPP Media brand > This campaign took a media-first approach, which was key given the lightning fast, reactive nature of the brief. We needed to secure the most impactful and unmissable media sites.
High-impact placements like the Metro, the highest-reaching newspaper in England, were chosen to land on the Monday morning after the Lionesses’ success, ensuring mass visibility as people started their week. Alongside this, we secured 337 large-format OOH sites across the country to give the campaign national reach and make it truly impossible to miss.
Beyond traditional media, we ran activity across Meta and X throughout the tournament, spotlighting brand ambassador Lucy Bronze to turn her into a beacon of inspiration—even though she wasn’t part of the official sponsorship deal. Organically, a wave of influencers joined the charge, and Sure didn’t just react, it launched a dedicated Instagram and TikTok handle, @itwontletyoudown, to capturing the tournament’s highs and lows in real time.
Once media was locked in, it became a creative sprint. VML’s creative team gathered in a room, brainstorming lines that would land the right message in the right place, delivering maximum impact with every touchpoint.
What was the process behind ideating the concept?
Amanda Chen & Isabel Evans, Senior Creatives - VML > The process involved a lot of teamwork, energy and quick-thinking. Not dissimilar to the game itself. VML, Mindshare, and Sure worked closely together, responding in real time to the unfolding events of the Euros. The energy and excitement surrounding the tournament fed directly into the creative process, with teams working around the clock to bring the campaign to life. Writing was tailored specifically for the media spaces we had secured, ensuring every execution felt timely and impactful. The buzz of the Lionesses’ journey got the whole office talking, with people from different departments contributing lines and ideas. As the Lionesses progressed, it was something the whole agency became invested in.
What was the biggest challenge during production? How did you overcome it?
Amanda Chen & Isabel Evans, Senior Creatives - VML > The biggest challenge was definitely the tight turnaround time. Early media conversation began just a week before the final, which meant we needed to be ready to move fast if the Lionesses won. From then on, it was all hands on deck to ensure everything was ready to go live immediately after the final whistle. It required close collaboration and quick decision-making from everyone. But it was all worth it in the end, as we ended up with something that was not only reactive, but impactful (and we got the win).
What’s the main message of this project and why does it matter?
Amanda Chen & Isabel Evans, Senior Creatives - VML > The main message of this reactive piece of work was to inspire confidence in moments of pressure. From stadium to street, Sure exists to help people move through their day with resilience and self-belief - values mirrored by the Lionesses every time they stepped onto the pitch.
How long did it take from inception to delivery?
Felix Cooney - Account Director - MINDSHARE > From inception to delivery, the final national unveiling of the nationwide Metro cover wrap and OOH campaign came together in just three days! It was an incredibly fast turnaround made possible by early preparation, close collaboration between every team to ensure zero friction, and a shared, unwavering commitment to making the most of a historic moment across our major media placements.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
Amanda Chen & Isabel Evans, Senior Creatives - VML > The creative idea was simple. Football is made up of some of the sweatiest and most intense moments in sport. Luckily in moments like these, Sure and the Lionesses won’t let you down. To bring this simple truth to life, we took well-known sporting phrases and reinterpreted them through the lens of the brand. By aligning these phrases with the brand’s core message, “It won’t let you down,” we created something that celebrated the Lionesses’ achievements in a way that felt authentic to the sport and true to them.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
Emily Heath, Global Brand Director, Sure - UNILEVER > Sure has a long-standing commitment to movement and support for women’s sport. We have an incredible grassroots programme called the Breaking Limits Programme, which supports NGOs across nine regions with funding, resources, and training to deliver inclusive sports coaching for young people. In 2023, we expanded this commitment by partnering with FIFA to launch the ‘Girls Can’ training series - a dedicated programme designed to upskill coaches and help them better support, engage, and inspire girls and young women in football. We are also long-term sponsors of UEFA Women’s Football. Our legacy in supporting the women’s game made the Lionesses’ success a natural and authentic moment for Sure to champion.
We also have a broad ambition to give people the confidence to move however they want - with the assurance that they’re protected - whether you’re a player on the pitch, part of the crowd in the stands, or fans cheering from home. By celebrating this historic achievement, we reinforced Sure’s mission: to give everyone the confidence to move however they want. The messaging and media choices reflected both our ambition to stand out and dedication to empowering people to move more, feel confident, and be unstoppable.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
Felix Cooney - Account Director - MINDSHARE > Sure was the only deodorant brand with Euros sponsorship rights, giving us an exclusive runway that our competitors could only dream of. So we went big, went bold, and went fast.
We secured large-format OOH across the country to deliver scale and visibility, ensuring Sure’s message was seen in a big way. The day after the final, we ran a Metro cover wrap, placing our creative directly alongside the nation’s celebratory headlines.
In earlier games, we took out consecutive half-page ads in The Times, surrounded by in-depth coverage of women’s football. This clever placement allowed us to amplify our message in a premium editorial environment, speaking directly to passionate, engaged readers who were already emotionally invested in the game.
Every element was designed to cut through the noise, land with cultural impact, and reflect Sure’s commitment to women's sport.
What do you hope it achieves for the brand?
Emily Heath, Global Brand Director, Sure - UNILEVER > By giving Sure a bold and authentic voice during such a historic moment in women’s sport, we aimed to show up in a way that felt relevant, confident, and culturally connected. It wasn’t just about visibility, but about standing for something that matters, inspiring confidence, and aligning Sure with a powerful moment of progress and pride. Ultimately, we wanted this work to deepen emotional connections with consumers and reinforce Sure’s purpose in a way that sets the brand apart.
Credit list for the work?
Ashley Goldie - Unilever - Senior Media & Content Manager
Clare Fineberg - Unilever - Head of Media
Alice Duffill - Unilever - Senior Brand Manager
Celina Wyatt - Unilever - Global PR & Social Lead
Emily Heath - Unilever - Global Brand Director
Izy Henderson - Unilever - Global Assistant Brand Manager
Abigail Cork - Mindshare - Business Director
Felix Cooney - Mindshare - Account Director
Emily Blain - Mindshare - Account Manager
Lily Taylor - Mindshare - Account Executive
Nathan Hope - Mindshare - Account Director
Issy Marsh - Kinetic - Account Manager
Ana Rocha - VML - Executive Creative Director
Anna Jobbins - VML - Creative Director
Alex Horlock- VML- Associate Creative Director
Amanda Chen - VML - Senior Art Director
Isabel Evans - VML - Senior Copywriter
Will Simpson - VML - Copywriter
Rowan Hopkins - VML -Art Director
Charlie Martyn - VML - Global Client Lead
Sally Emerton - VML - Managing Partner
Alex Moore - VML - Business Director
Nick Firth - VML - Lead Production Designer
Zara Veasey - VML - Senior Designer
Sandra Hiralal - VML - Lead Designer
Jacqui Stecher- VML - Lead Designer