With the World Cup scheduled for the biggest fundraising time of year for Age UK, we wanted to make sure we were able to cut through the noise with our brand film, so we lent into what was going to be the national conversation. Creative agency Consider brought us Fred's World, where we follow the life of Fred, starting with the 1966 World Cup where he celebrates with his new wife and his family. We follow the couple through the World Cup years, and feel the emotional bond between them as they watch the matches together. Then, we see Fred on his own, after his wife had died. We fell in love with the idea and our director, Robin Mason, and production company, Middle Child, created a beautiful and poignant film that everyone at Age UK is enormously proud of. That Gabby Logan kindly donated her time and talent for the final VO was icing on the cake. With this film, we were able to talk about how keenly loneliness is felt in those national moments and when you're doing something that has always been done with the person who has passed. Age UK ran this advert across paid and organic social, as well as BVOD for 6 weeks in November and December, including ITV simulcasts of England games, and saw significant web traffic throughout this period. The Insta Experiences on social using this film was our highest performing content throughout November / December.