In 2017, Anthony Joshua was about to face Wladimir Klitschko in the biggest boxing match the country has ever seen. Under Armour asked us to come up with a punchy (pun intended) execution to run if AJ won.
This was the idea we presented. But the client wouldn’t buy the executions, as they were nervous it was “The kind of headline the Daily Star will run*”. AJ of course went on to knock out Wladimir in the 11th round. And the opportunity to celebrate this iconic moment was wasted. Shame. If only the client had been as brave as AJ.
*The Daily Star didn’t run this headline.