Newcastle's famous premiership football club had been getting a bit of a battering in the press (as ever) and the board of Newcastle United decided to present a united front and invested in a video to be shown at the AGM in London.
The challenge was to find a creative way to blend a footballing metaphor with hard financial reporting.
Dene Films recruited the services of Sports journalist and ITV anchor man Ian Payne to write and present the report. Filming at St. James and other venues, Ian drew parallels between the team on the pitch and the team in the boardroom.
The final film showed the strength of the club's finances and gave the City investors a clearly defined message from the board of NUFC plc.