At it's peak, 10 million people used to play the Football Pools, 92% picking the same numbers every week. However, the rise of the Lottery caused numbers to fall dramtically. To tackle this problem, Sportec, the company formed from Littlewoods, Zetters and Vernons pools companies, decided to relaunch the new football pools with a series of new, online games. The first of these was Footy 15, where players had to select win, lose, draw for fifteen fixtures. Because the jackpot was substantially lower than the National Lottery, it was decided to work on a strategy of group participation with mates ganging together to form leagues. Every week, there was the national jackpot, the local league jackpot and the bragging rights to play for. Football fans always think they know a lot about the game, so we asked them to prove it.

It was a difficult brief in that, for legal reasons, we were unable to show any football imagery, so we decided to publicise the game using football big 'eads.