May 2017. Juventus were closing in on Champions League glory. Their second final in three years. All that stood in the way of The Old Lady lifting the trophy for the first time was Real Madrid.

Our creative was all about the way Juve play – breaking free from the famed catenaccio system and turning themselves into both an attacking and defensive force, a system we called attackenaccio. 

It doesn’t work, they were soundly beaten 4-1 and the work didn't go live, our Wikipedia and digital posts remained un-posted, Turin was left wanting. 

Wieden + Kennedy, Amsterdam
ART DIRECTOR Riccardo Rachello
CREATIVE DIRECTORS Craig Williams & Evgeny Primachenko