BEST SPORTS RELATED COMMERCIAL OR PROMOTIONAL VIDEO
DP World Tour
In January 2023, the DP World Tour gathered six of its most well-known players to star in a parody of the famous business card scene from American Psycho. Replicating the scene with a golfing twist, the piece shows the golfers getting envious of other players’ personalised golf ball markings instead of business cards, in an absurd and humorous skit.
With extremely high production values, an almost frame-for-frame replication of the original scene and filled with golfing in-jokes, the player-led piece was designed to showcase star DP World Tour players and their personalities, while entertaining and engaging fans across different audiences, beyond typical golf fans, and re-affirming the DP World Tour as an industry leader in the original content space. The adventurous and tongue-in-cheek humour of the piece, playing on and subverting the players’ reputations for seriousness, pushed the boundaries and challenged perspectives to show how unguarded and self-effacing professional sportspeople can be.
Devised, scripted, filmed, edited and released entirely in-house, the piece was filmed in a three-hour period and released three days later, all during the first tournament of the season, the Abu Dhabi HSBC Championship.
EE ‘No Fans Land’ – Havas Play
2022 was a big football year for EE. Not only did it take the reins from BT as lead partner of the Home Nation FA’s, but it was also faced with a dilemma of some magnitude. Which team to throw their support behind when England faced Wales in the men’s FIFA World Cup?
The answer of course was both. The question, was how?
A match with so much cultural significance, so much history and rivalry required an idea that would walk a fine line and make EE the most talked about brand in that special moment for both countries.
‘No-Fans-Land’ feat. former Wales captain and lifelong England fan Vinnie Jones perfectly illustrated EE’s predicament. The immediacy of the film, the timing of its release and performance from a Hollywood star makes the film truly original, and something that could never have been made before and can never be replicated.
Engage Digital Partners
Mikasa were looking for campaign strategy and accompanying digital activations to support the launch of their new beach volleyball – the BV550C – ahead of the 2023 season. It was important to put the ball’s technical specifications, environmental credentials and consumer education at the forefront of the campaign, alongside a desire for a modern “social first” execution aligned with the brand’s broader evolution.
Our video and design teams worked collaboratively to bring the concept to life through a series of deliberate creative decisions.The main video creative stayed true to the initial brief by highlighting the key technical specifications of the new ball, alongside celebrating its environmental credentials through a modern approach to video production. Success was measured through increased brand awareness, recall and specific audience targeting. The launch video achieved 5.7M views (FB, YT, IG) during the first 8 weeks of the campaign. 3.2M views were on Instagram equating to an 80,000% increase on the platform’s combined video views for Mikasa in 2022.
Enterprise Rent-A-Car – All Roads Lead to Thursday – Footballco & Fuse
‘All Roads Lead to Thursday’, a hero film and integrated content series that followed fans from across Europe in the build up to a UEL/UECL night, putting the attention on Thursday nights as an ownable territory for Enterprise Rent-A-Car.
Among the rich and diverse stories the film uncovered were inspirational street footballer, charity founder and Ajax fan, Rocky; Mark ‘the Rib Man’, a west end street food vender who sells ribs near London stadium before heading in to watch his beloved West Ham; Berlin-based rapper and Union Berlin fan Liquit Walker and British-Punjabi artist and Arsenal fan Semira.
The film showcased the everyday missions fans go through to be able to support their team on a Thursday night, and how Enterprise vehicles can facilitate them. Partnering with Sir Steve McQueen’s production agency Lammas Park, a production house you wouldn’t typically see in the football sponsorship world, and Director Jade Ang Jackman, brought a new dimension to football fan storytelling, elevating the content output with premium production equipment and techniques.
Palo Alto Networks: ‘Machine & Mortal: the worlds of football and Formula E collide’ – 160over9
In 2021, global cybersecurity leader Palo Alto Networks (PANW) announced a three-year partnership with the Envision Racing Formula E Team, delivering end-to-end cybersecurity solutions to safeguard the team’s most important asset – their data.
PANW’s contract with Envision Racing included a ‘Hero’ content film as part of their Official Supplier rights. To maximise the impact of their Formula E team partnership, 160/90 suggested a disruptive collaboration between Trent Alexander-Arnold and one of the team’s drivers, Nick Cassidy, around the SABIC London E-Prix, to extend the reach of Formula E, still a young racing series which was then only in its 8th season, beyond motorsport.
‘Machine & Mortal’ was a stand-out, branded-content moment in the build-up to the 2022 SABIC London E-Prix. Using fun yet challenging stunts, it celebrated the collision of football and motorsports by promoting PANW’s Envision Racing partnership in collaboration with their ‘We’ve Got Next’ campaign ambassador, Trent Alexander-Arnold.
The campaign generated over 220M reach, 2.8M social/digital views and 270k engagements through organic distribution and featured in Formula E’s global broadcast including Channel 4 in the UK.
SC Johnson – Liverpool Football Club
Liverpool FC and SC Johnson’s partnership began in 2021 and has been dedicated to delivering a collective vision for a healthier world with local and global initiatives focused on three specific areas: sustainability, health and opportunity.
Through this partnership, 50 fans were initially selected for the competition after being spotted using recycling bins at Anfield. These sustainability heroes took part in the ultimate penalty shootout to be in with a chance of winning £10,000 while men’s first team players, Firmino, Fabinho and Oxlade-Chamberlain and YouTube star, Chelcee Grimes, watched on.
A pair successfully emerged from the qualifiers and were then tasked with holding their nerve in front of the Kop at half-time of Saturday’s World Earth Day fixture with Nottingham Forest, guided by no other than Steven Gerrard.
The £10k Penalty Challenge represents the next phase of the LFC and SC Johnson partnership, a pledge by both club and partner to reduce all waste from across the club by 10 per cent each season from 2023-24.
Show Your Heart – UEFA Women’s EURO 2022 – UEFA, Wasserman, Frame
UEFA Women’s EURO 2022: Show Your Heart
How do you unite and create an inspirational promotional video ahead of what is shaping up to be a generation-defining tournament of women’s football?
You Show Your Heart.
Show Your Heart showcased to the world the quality, grit, determination and heart that the game’s top women exhibit in their play and invited fans, new and old, to show their heart in return and support of their team throughout the tournament.
Sport and Recreation Alliance
This video formed part of the Sport and Recreation Alliance’s bid for the United Kingdom to host the International Working Group (IWG) on Women and Sport. The IWG on Women & Sport is the world’s largest network dedicated to advancing gender equity and equality in sport, physical education and physical activity. The IWG runs events and programmes all year round for women and girls in sport, and advocates for gender equity and equality. Every four years it runs the IWG World Conference on Women & Sport – the largest gathering of its kind.
As hosts of the inaugural IWG on Women & Sport in 1994, the Sport and Recreation Alliance wanted to help the United Kingdom to become the first country to host it twice by bidding for the secretariat from 2022-26.
The Alliance wanted to create a video that showcased what women and girls bring to sport in this country, and around the world, while still highlighting that we can do so much more to uplift and give them the opportunities that they deserve. The IWG is all about promoting equity and equality and we wanted to show that this aligns with our aims for sport in this country.
The EuroLeague Maze – Euroleague Basketball
As a global leader in the sports and entertainment business, Euroleague Basketball manages the continent’s two premier men’s basketball competitions, the Turkish Airlines EuroLeague and the 7Days Eurocup One of the main brand objectives of EB is to generate excitement around the start of the season amongst fans and media, together with linking the EuroLeague to urban style concept, bringing the brand and closer to the audience on the ground, reaching Gen-Z.
One of the key points of the 2022-23 marketing season spot was to enhance the competitiveness of the league through the claim launched the previous season and that highlights the importance of every single Round, the need of the players to fight for every single rebound, the significance of each basket and each ball fight. And that’s the why #EveryGameMatters.
Addressing the campaign to specific markets by translating the spot to 5 different European languages, the engagement and reach on Social Media Channels broke all past records and created lasting conversations on digital that not only got fans involved before the tip-off of the league but also engage with them on the ground when bringing the EuroLeague Maze Experience to several European cities.
WING
WING was approached by Formula E to bring their partnership with UNICEF, focussing on a cleaner, safer environment for every child, to life We conceived ‘Take a Breath’, a powerful, spoken-word poem about the climate crisis, to be captured in a single shot in a curated art gallery space representing the inside of a child’s mind As part of our creative process, we worked with UNICEF UK’s Youth Advisory Board, an inspiring group of 14-18 year old campaigners for the charity, to bring the core message to life by including one of their voice recordings in the narrative alongside footage of young people protesting about climate change. Tom Hiddleston, UNICEF ambassador and actor, was presented with the campaign creative and agreed to be the lead, bringing an extraordinary talent and focus to the final output.
The campaign was executed as a multi-faceted comms and activation approach and released across key digital channels in the build-up to the 2022 London E-Prix, a highlight moment in the Formula E calendar. Alongside digital content and online activations, including infographics and driver supporting social content, a replica gallery was created on-site at the E-Prix to showcase the film and offer information about the partnership.
