Burnett kicks off QXL work for Wembley Stadium sale

Leo Burnett has produced a press and poster campaign for QXL, the online auctioneer, to promote its sale of the remains of Wembley Stadium.

Leo Burnett has produced a press and poster campaign for QXL, the online auctioneer, to promote its sale of the remains of Wembley Stadium.

The campaign, which breaks on Friday (6 October), has been timed to coincide with the last match to be played at Wembley - the England versus Germany World Cup qualifier on Saturday.

Using QXL, football fans will be able to buy anything from seats to bricks to a piece of the hallowed turf.

The campaign features classic shots from Wembley along with the line: '77 years of history for sale. The Wembley auction at QXL.com.'

The first poster execution shows images from the 1966 World Cup, a second shows the pitch invasion at the White Horse final in 1923, a third includes images from Euro 96 and a fourth shows Stanley Matthews being presented with the FA Cup by the Queen.

The ads will target football fans by appearing in specialist football titles and occupying poster sites around Wembley Stadium .

Alex Czajkowshi, the marketing director at QXL, said: 'Each of the ads evokes memories from key moments in England's football history focusing on Wembley's greatest football occasions. The auction gives fans a rare chance to own a memento from the world-famous ground.'

The campaign was art directed by Mark Tutsell and written by Paul Silburn. Typography was by Trevor Slabber, also from Leo Burnett. Media planning and buying was by Frontline Media.