ABOUT

A 360° campaign that delivered attention, brand impact and commercial return.

For summer 2026, Toshiba TV wanted to do more than show up around a major moment in the football calendar. The ambition was to position Toshiba as the TV brand at the heart of the moments people experience together.

Our answer was Retro Replay, an integrated, content-first 360° campaign spanning PR, talent, social, influencer, paid, owned and retail.

Fronted by England international Marc Guéhi, and created in collaboration with football streetwear design powerhouse Killa Villa, the campaign transformed one of England's most iconic football memories into a limited-edition retro shirt.

The Challenge

Major football tournaments are an incredibly competitive space for brands. Toshiba needed an idea that could earn attention, create culturally relevant content and strengthen the connection between its TVs and the shared experiences happening in living rooms across the country.

The opportunity was bigger than football itself.

Watching TV is a collective experience. We gather around the screen for the moments we want to experience together, from huge sporting occasions to entertainment and cultural events.

For Toshiba, that created a powerful territory: the TV isn't simply where people watch memorable moments. It's where memories are made.

Our objective was to establish Toshiba as a TV brand of choice for those communal moments, while creating an idea flexible enough to live across the entire customer journey.

The Insight

Classic football kits are more than trendy shirts. They carry powerful memories.

A retro kit can instantly transport a fan back to a particular tournament, goal, player or summer. Football nostalgia isn't simply visual. It's emotional, collective and often deeply connected to memories of where, and with whom, we watched the game.

Toshiba's own research reinforced that connection. Nearly two-thirds of football fans said they preferred watching football from their living room TV rather than in the pub, while 69% said major international tournaments unite the country more than any other sporting event.

So, instead of simply asking fans to remember football history, we turned that nostalgia into a wearable icon.

The Big Idea: Retro Replay

We created the Toshiba Retro Replay Shirt, a limited-edition football shirt inspired by England's greatest footballing memories.

Designed by Killa Villa, the shirt fused retro football aesthetics with contemporary streetwear culture. At its heart was a badge inspired by the soundwaves of an iconic England football moment, turning something fans had heard countless times into something they could physically see and wear.

To give the campaign credibility and cultural reach, we partnered with England and Manchester City defender Marc Guéhi.

Marc brought a personal dimension to the idea, sharing his own memories of growing up watching major matches at home with family and friends. His story connected football's past with a new generation creating their own memories around the TV.

The result was a campaign built around Toshiba's "Seeing is Believing" platform, bringing together product, culture, nostalgia and the emotional role of television in one distinctive creative idea.

Execution

Retro Replay wasn't designed as a PR activation with other channels bolted on afterwards. The idea was built from the outset to travel.

We created a bank of campaign content featuring Marc and the Retro Replay Shirt, giving Toshiba assets that could work across paid, earned, owned and social media.

PR turned the creative platform into a national conversation, supported by research exploring England's favourite football memories and the role of watching at home.

Marc's own channels brought the partnership directly to football audiences, while an influencer programme extended the idea through relevant creators across Instagram and TikTok.

Toshiba's owned channels gave fans another way into the campaign through a nationwide competition, offering the chance to win a limited-edition shirt signed by Marc alongside a Toshiba TV.

And critically, the campaign drove TV sales during the World Cup period with offsite and onsite retail media campaigns with Argos, Amazon, Currys, Very and AO, connecting the creative directly to the point of purchase.

One central idea. Multiple touchpoints. A campaign that could move seamlessly from an earned headline or TikTok video to a retail environment and, ultimately, the living room.

The Results

Launching around the world's biggest televised sporting event meant competing in one of the most crowded advertising periods of the year. Despite that, Toshiba's integrated campaign delivered at scale, combining strong reach and engagement with efficient media performance and measurable movement in both brand health and sales.

Across PR and social, campaign content generated 1.9M+ views from an £8,500 spend, while earned media secured 22 pieces of coverage and a combined PR reach of 287M.

The Marc Guéhi partnership and Retro Replay creative also resonated strongly with audiences. Among those aware of the collaboration, net positivity exceeded 92%, while Marc's own content generated 149K+ organic views with a 4.3% engagement rate.

Influencer activity extended the campaign further, delivering 123K+ TikTok views, alongside 12.6K+ Instagram views at an average engagement rate of 5.3%. More than 1,300 fans entered the Retro Replay competition, turning campaign awareness into active participation.

Crucially, that engagement translated into broader brand and commercial impact. Ad likeability reached 73%, Toshiba's highest level since tracking began in 2022, rising to 92% among those who recalled seeing the advertising.

And through the campaign's retail activation, Toshiba delivered a strong return from retail media, demonstrating that the campaign wasn't only building cultural relevance and brand affinity, but helping drive commercial performance too.

The result was a genuinely integrated campaign that held its own during one of the year's most competitive advertising moments, connecting earned, social, influencer, talent, paid, owned, shopper and retail activity around a single creative platform.