#CannesLions: “Doing a Wrexham” = Changing your destiny in a single moment

Ryan Reynolds on how the club’s dramatic climb up the leagues became a storytelling metaphor for modern marketing Ryan Reynolds at Cannes Lions When a 160-year-old football club in North Wales becomes the center of a global brand experiment, people pay attention. At Cannes Lions, Ryan Reynolds sat down with United Airlines’ Maggie Schmerin and Meta’s Shahar Ezani to break down how Wrexham AFC—once scraping the bottom of English football—has become a masterclass in community-powered storytelling, tech innovation, and cultural marketing. With United and MetaQuest stitched into the jersey (literally), the session unpacks how a working-class town turned into a content engine, a testing ground for immersive tech, and a proving point for what happens when legacy brands move at the speed of culture. The Lowdown Wrexham is now more than a football club—it's a global entertainment property rooted in local pride United Airlines and Meta didn’t just sponsor—they embedded in the narrative, shaping content, tech, and emotional storytelling From flying Argentinian fans across the world to recreating Wrexham’s stadium in VR, this is experiential marketing on another level The project’s north star? Community, creativity, and listening over loud branding Legacy brands are learning that storytelling at culture-speed beats playbook marketing “We didn’t fly to Wales. That wasn’t the point.” United’s move into Wrexham had zero to do with geography. Instead, it was about showing up in culture—not just at airports.They backed the docuseries, built local content, and flew Welsh-speaking superfans from Argentina to the UK—turning a two-minute social idea into a 30-minute doc that now runs in-flight. “We were ready to show up as a different type of airline.” – Maggie Schmerin“ “If you’re not listening, you’re not telling the real story.” Ryan laid out the project’s core thesis: listen before you create. The Wrexham story isn’t his or Rob McElhenney’s—it belongs to the town.From local heartbreak to unexpected joy, the aim was to amplify what was already there, not overlay a Hollywood narrative. “It’s not about pulling them into our story. It’s about being part of theirs.” – Ryan Reynolds “A woman told me, ‘Nothing good ever happens to us here.’ That’s when I knew.” “VR isn’t a gimmick. It’s the gateway.” MetaQuest made tech part of the story—not an accessory. Players train off the pitch using Reszle VR workouts. Fans who can’t make the trip to North Wales can still experience a matchday at the Racecourse Ground through virtual reality. And Meta’s AI glasses made it possible to capture game-day moments hands-free—including Europe’s first Gatorade dunk. “The players use VR to stay in shape, to play, to recover.” – Shahar Ezani “You live in the moment without your phone in front of you.” “You’ve got to move fast. Culture won’t wait.” United and Meta broke the mold by saying yes fast. Forget eight-month approvals. One spoof video (a Doogie Howser-style bit) came together on a single phone call. That speed made the campaigns feel alive—more like real-time storytelling than advertising. “Perfectionism is a disease.” – Ryan Reynolds “Fast advertising is rocket fuel for a brand.” “The heart of Wrexham is its people—and their pride.” As Wrexham climbs into the Championship League, the focus remains on preserving intimacy: small-town pride on a global stage.Ryan talked about fans scattering ashes on the pitch, players getting remembered more than signed, and a 93-year-old fan named Maggie who still sits in the same seat she did as a child. “This stadium is a temple.” – Ryan Reynolds “There’s a Wrexham everywhere—a town that’s lost something but hasn’t lost hope.” “No change fees. Also: custom pyjamas.” United took the opportunity to challenge legacy assumptions. They built Wrexham-themed amenity kits. Turned club jerseys into pyjamas for long-haul passengers. More seriously, they used the campaign to remind people United ditched change fees years ago—something most travellers still don’t know. “We can’t say it enough. No. Change. Fees.” – Maggie Schmerin “The creative freedom with this project has been a total shot in the arm.” “Watching a match through glasses hits different.” With Meta's Ray-Ban AI glasses (and the new Oakley Meta collab), Wrexham is testing what fan experience could look like across sports. Ryan sees endless applications—from sailing to sideline footage—redefining how people engage with live moments. “Watching a movie on Meta glasses feels like IMAX.” – Ryan Reynolds “Being present is everything.” – Shahar Ezani “Doing a Wrexham” = Changing your destiny in a single moment One line summed it up: “Doing a Wrexham” now means pulling off the impossible at the last minute. From scraping through matches to topping league tables, the story is still unfolding. And even as celebrity-owned clubs pop up everywhere, Ryan’s not fazed by Brady and Birmingham. “They were great. But go Wrexham. Always.” – Ryan Reynolds “You win. Then you realize: we’re not ready. Fix the field. Fix the urinals.” What’s Next Q: What’s ahead for Wrexham, Meta, and United? Meta:  Launching a VR version of the Wrexham stadium on Horizon Sports. More AI glasses integration with athletes. United:  Renewed jersey sponsorship. More fast-turn content. Doubling down on brand-led storytelling. Ryan:  More chaos, more culture, and hopefully less squeaky bum time.