Football and ballet do not often go together, but for north Londoners Gavin Lewis and Michael Frohlich, they proved to be an award-winning match.

Mr Lewis (pictured left) and Mr Frohlich run public relations company Resonate. They recently scooped the best-launch award at the Cannes Lions International Advertising Festival for “The Beautiful Game — A Football Ballet”, a campaign to promote the relaunch of the 85-year-old football pools for gaming firm Sportech.

It was the first year that PR was given its own award category at the festival. Weber Shandwick was the other British PR company to win an award. The Resonate campaign, which won the top PR award at the Media Guardian Innovation awards in March, involved the English National Ballet performing 10 iconic moments of football history.

“The idea was to merge the beautiful game with ballet,” Mr Lewis, 32, tells People. “The outcome was quite spine-tingling and put the football pools back on the map again.” The 10 historic football moments were voted for by more than 20,000 football fans via the football pools website. Among them were Maradona’s “Hand of God”, Gordon Banks’s 1970 World Cup save and Beckham’s heart-stopping free kick against Greece.

Founded five years ago, Resonate now counts Müller, 118 188, Nuts, Habitat, AOL and Disney among its clients. Mr Frohlich, 37, says: “It’s an amazing accolade because it is the first time the PR industry has been allowed into the festival. It shows that the creativity behind the campaign was spot on and it’s great that PR is being accepted in the advertising world.”

Mr Lewis lives in Mill Hill and Mr Frohlich is based in Pinner.