Snapchat's Yellow Card - EUROs

Challenge: How does a playful challenger platform own cultural conversation during EURO 2024 without a multi-million-euro official tournament sponsorship?

Cultural Insight: In football, yellow means foul, frustration, and controversy. On phones, yellow means Snapchat. Millions of fans watch every match second-screening with friends, waiting for real, unplanned drama.

Creative Idea: “If life gives you lemons, give it a yellow card.”Hijack every referee's decision and turn the tournament’s most talked-about colour into an unmissable call-to-action. A real-time reactive campaign combining paid social, creator comedy, and interactive AR lenses that let fans instantly "yellow-card" their friends, players, and match moments.

95M total impressions
61M AR Lens Impressons
8pt Brand favourability lift (4x industry norm)