In England, football fans swear lifelong allegiance to a single club and it is a cultural sin to support anyone else. You wouldn’t dream of ever switching sides.

Yet when these avid football fans play Dream Team, one of the largest fantasy football leagues in the UK and run by The Sun newspaper, they select players from across the whole league – even choosing star footballers from their most hated rivals to build their ultimate make believe team.

This unspoken taboo was the insight for our integrated campaign to drive Dream Team registrations and downloads of The Sun goals app with the message “It’s not cheating when it’s your Dream Team.” The campaign launched across print, social, digital, email, direct mail, and film, in which football fans were shown trying to deal with the guilt of betraying their beloved team and shared their sins using the hashtag #DTConfessions.