In 2022, football finally came home. England rejoiced. The women won on home soil. Nike captured the zeitgeist with a single, definitive word: HOME. But in 2025 the Lionesses did the impossible. They brought it home. Again. This time from foreign soil. The brief was simple. Celebrate the monumental back to back win of the Lionesses that harnessed the energy of the win. The challenge was to elevate the original HOME campaign and create a celebration of equal magnitude. One that would rally the football obsessed nation again. This would always be a tough act to follow. We didn't rewrite the story; we evolved it. One small change. HOME became IIOME. By replacing the 'H' with the Roman numeral 'II', we honoured the continuity of the "Homecoming" narrative while visually cementing their status as back-to-back champions. One small change that recognised they hadn’t just won. They’d done it twice. It was a simple graphic intervention that turned a word into a trophy cabinet. This historic achievement demanded the ultimate stage. We branded the most literal vessel of their journey: the plane home from Switzerland. As much as this was a creative decision to find a vehicle to convey the homecoming message, it was also a strategic media move. We recognized that the return of the Lionesses wasn't just a sports story; it was the top news for every major network in the country. We knew their landing would be watched by millions live. This was an unconventional 'placement' designed specifically for the nation we knew were already waiting. Even the BBC, who are notorious for not covering branded content, were forced to broadcast and commentate on our flying piece of OOH. The flight became a cultural event in itself. It was the most tracked plane with 38,000+ people watching its journey in real time. Hundreds of fans and media gathered at the airport to watch the plane land. Fire engines sprayed the plane with a water cannon salute upon its arrival as national news outlets broadcast live. The team appeared with trophy and medals in hand with IIOME on their shirts. From boarding passes to T-shirts, flags, giant banners that pointed up to the sky, and the plane itself, images of IIOME were plastered over national news, newspapers and social media for days. The campaign rallied a football obsessed nation, proving that the sequel can be better than the original. 2.3 Billion Earned Media Reach. $22 Million Earned Media Value. And 1 historic victory cemented.