The FA approached us to create content around the FA Cup for the 2018/19 season, with a clear brief: remind people why they love the oldest, proudest, and most inclusive football competition in the world.

We were asked to provide an authentic and alternative lens, from the Fourth Qualifying Round to the Final on what makes the tournament so special.

And so, we set out to tell the story through the full spectrum of people that make it what it is: the players, the groundsmen, the ticket sellers, the coaches, the legends, the fans, and the tea-makers, by utilising a full 360 media plan and achieving a viewing experience that was, crucially, unlike the output of any other broadcaster.

Instagram Story was our main channel, which allowed us the opportunity to broadcast brilliant interviews with written copy sitting alongside portraits. It gave us the freedom to mix video, written copy, audio, and imagery while constructing a narrative that was both engaging and surprising. We also told stories via pieces on our website, editorial in the magazine, Twitter threads, and directive Facebook posts

And what a successful season it has been. Three million impressions across the season on Instagram and a takeover of the Official Emirates FA Cup channel on both the semifinal weekend and the Saturday of the final, plus 255,771 impressions on Twitter and co-signs from Jamie Carragher and Gary Neville on a clip that went viral, with over 2 million views on Twitter.

We brought an alternative, credible, authentic, and positive voice to every round of The FA Cup, from Hitchin Town to the Home of Football, proving the value of what MUNDIAL adds to the coverage and brand of a major competition and footballing institution.

Watch the stories back here:

Part One (Third Qual to 2nd Round) / Part Two (3rd and 4rd Round) / Part Three (5th Round and 1/4 Finals) / Semi-Finals / Final