Ahead of the World Cup, we spotted an opportunity to use one of the most recognisable symbols in world football to draw attention to the crisis facing wild lions.

What started as a social post quickly became something much bigger.

So many people asked where they could buy the shirt that we decided to make it for real. Lots of famous faces loved it too, wearing our shirt and sharing the message.

And as England progressed through the tournament, No More Years of Hurt made its way from social feeds into OOH, putting the disappearing lions in front of even more football fans on their way to watch the match.

The aim was to turn a moment of national attention into support for the lions that inspired the badge.
Because while England’s World Cup campaign may be over, the fight for the real lions isn’t.