With the World Cup underway, Experian has launched a timely, news-jacking campaign to encourage audiences to check their credit score.

The out-of-home campaign created by BBH sees Experian strip away everything from a football match to show that the score is the most important thing.

The campaign creative is the familiar TV set up of a football match with everything blacked out except the scoreboard in the top corner. The creative is paired with the copy ‘It’s all about the score.’

The campaign riffs on football culture to echo that in finance like in football, score is important. The culture-focused campaign aims to engage a sport-obsessed nation to track their own credit scores.

The simple yet striking digital billboards show that without distractions of players and commentary, audiences can focus on what matters.

The timely campaign sees Experian join in the World Cup conversation with simplicity.