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Unscripted

Award: Yellow Pencil

Yellow Pencil / PR / Use of Digital & Social Media / 2020

From the embers of the most remarkable Champions League season ever, a truth emerged. You just can’t write this stuff. So Wunderman Thompson brought together the biggest brains in data - Google Cloud, Opta and Squawka - to do the unthinkable. Use big data and artificial intelligence to script the entire 19/20 season, before a ball had even been kicked. The result? A 60-page dossier that ignited a global debate like nothing the football community had ever seen.

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