The Pools - "True Originals"
As part of The Pools’ major rebrand, I worked to bring to life the next phase of the brand’s transformation, a fully integrated TV and VOD campaign titled “True Originals.”
Background
The Pools, formerly known as The Football Pools, is an iconic name in British football culture. With nearly a century of heritage, the brand needed to modernise while preserving its deep sense of nostalgia and emotional connection with generations of fans. Following the success of the earlier “The Parents” campaign, our next challenge was to evolve the creative and take The Pools to a national audience through film and digital media.
The Idea
“True Originals” celebrates The Pools’ status as a heritage brand reborn for a digital age. The 30-second TV spot tells the story of a young football fan discovering his father’s old memorabilia — including a classic Pools slip — before cutting to today’s version of The Pools app. The narrative bridges past and present, reinforcing the brand’s authenticity and cultural legacy while positioning it as relevant and engaging for a new generation of football fans.
My Role
I led the development of the creative strategy and delivery from concept to execution, ensuring every element of the campaign reflected The Pools’ repositioning as a modern entertainment platform with deep cultural roots.
This involved:
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Shaping the brand narrative and tone of voice across the campaign.
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Collaborating closely with production partners, media planners and client stakeholders to ensure creative consistency across TV, YouTube, and social channels.
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Translating nostalgic themes into contemporary storytelling that resonated with both long-term customers and digital-first audiences.
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Ensuring the visual identity aligned with The Pools’ updated digital platform powered by Gaming Innovation Group (GiG).
The Impact
“True Originals” marked a key moment in The Pools’ transition from offline to online — reinforcing the brand’s heritage, trust and community spirit, while driving engagement with a younger, tech-savvy audience. The campaign successfully built on the foundations laid by “The Parents”, expanding reach beyond the Liverpool and Manchester heartlands to a nationwide audience.
In the Client’s Words
“The Pools has been a constant throughout the past 100 years of football history and British culture, but with ‘True Originals’ we’ve repositioned the brand as a modern entertainment platform, re-imagined for a younger generation.”
— James Arnold, CEO, The Pools
