BEST SPORTS RELATED COMMERCIAL OR PROMOTIONAL VIDEO
Chelsea Football Club – 22/23 Home Kit Launch – Chelsea Football Club
Kit launches are huge fan moments for every football club and they present a perfect opportunity for clubs to land key brand messages and build on the excitement of fans across the globe. Since May 2019, Chelsea Football Club have been on a journey to elevate its home kit launch campaigns. The 2019/20 home kit, inspired by the Stamford Bridge stadium design, was produced in-house. Both the 2020/21 Ruud Gullit-narrated and 2021/22 Bridget Riley Op Art-inspired launches were produced using external agencies. Initial concepts for the 2022/23 home kit launch started in February 2022. On 10 March 2022, Chelsea Football Club were advised that the club’s former owner Roman Abramovich had been sanctioned by the UK Government. Under this license, only essential business costs were permitted meaning the entire kit launch video and campaign would have to be produced using in-house creative and production resource only.
Grand Race PriXViews – WING
This is the annual series describing the challenge of racing each individual grand prix. Traditionally it has been a simple description of each track by the driver. Our series of 23 films realised the brief in a fresh and abstract way, using allegory and metaphor and a unique insight from the two drivers Lewis Hamilton and Valtteri Bottas that isn’t typically covered in the media – a glimpse into their minds through an exciting, strikingly visual and ‘fresh for the genre’ creative treatment. With only two short 4 hour appearances to shoot 23 films with both drivers we needed adaptability, collaboration and extensive pre-production planning. The production’s craft is on point with its editorial, visual effects, graphical treatment & sound design.
The success of the campaign was extraordinary, achieving over 30 million organic views on digital and 1.2 million engagements. In comparison to the 2020 campaign of Race Reviews which totalled less than 100k views, we blew the numbers sky high, bringing massive ROI and visibility.
Marriott Hotels and Manchester United with Victoria & Albert – 160over90
Marriott International has a longstanding partnership with one of football’s most decorated clubs, Manchester United (MUFC). Leveraging the partnership to offer exclusive experiences across the globe, to football fans, travelers, and Marriott Bonvoy members alike.
A documentary-style interview showcased the exclusive Manchester United Themed suites at the Manchester Victoria & Albert Hotel and positioned it as the place to stay in Manchester for any MUFC fan. Club Legend’s Rio Ferdinand and Wes Brown also give a guided tour at the perfect place to stay on matchday weekend.
The content was supported across the Club, ambassadors Wes Brown and Rio Ferdinand, and Marriott Hotels & Marriott Bonvoy social channels with additional amplification through online media partnership with Esquire.
A partnership with Esquire was centered around the release of the 2022/23 premier league fixture announcement, promoting Manchester and the must-stay location on matchdays.
The content culminated in a 100% tenancy of the Manchester United themed suites on matchdays at the hotel!
Plymouth Argyle FC
Plymouth Argyle FC is a professional football club operating in Sky Bet League One
The submitted video is our campaign launch for 22/23 season tickets It was tricky to deliver from a narrative perspective, as the team was in the throes of a promotion campaign (which ultimately fell short on the final day), after an incredible season in which we belied bookmakers’ and pundits’ predictions of relegation to spend 33 of the 46 matchweeks in the top six. We also came within a missed penalty kick from potentially knocking eventual runners-up Chelsea out of the Emirates FA Cup.
This presented us a rare opportunity – to use the popularity of our playing group and their successes over the season to paint a picture of an upwardly mobile club – irrespective of whether we were promoted or not. As such, we used the voices of the players to tell our story, and drive up emotions to ensure supporters committed to purchasing a season ticket.
The results were profound, our season ticket sales are the strongest we’ve had for 15 years, surpassing even last season’s successful campaign by 20% at the time of writing.
The 8,000 Mile Auto5Graph – WING
The 8,000 Mile Auto5Graph was a pandemic busting film creative conceived to bring warmth and fan engagement to Vodafone’s sponsorship of the British and Irish Lions and to promote their new brand positioning ‘Together We Can’. With fans unable to travel to South Africa to watch any matches or meet the players, using the power of Vodafone 5G connectivity we brought a unique shirt signing and player appearance to life. Using a robot arm and rapid data transfer we surprised four Lions superfans with the opportunity to receive their very own robotically signed Lions jersey, which was the player’s true autograph signed live from 8,000 miles away in Johannesburg, South Africa. The commission was to bring about national press and PR and it more than delivered, with 188 pieces of editorial news coverage and 191 million reach and 8 million+ reach on social.
The England and Wales Cricket Board (ECB) – It’s Called Test For A Reason
After English cricket’s landmark World Cup-winning year in 2019, the ECB wanted to redirect focus onto the Test format of the game and remind audiences how enduringly relevant and captivating it is. By doing so, they hoped to create the next generation of Test Match supporters.
In response to the brief, MATTA created “It’s Called Test for a Reason” – a campaign that illustrates the elements of Test Match cricket that make the longest format of the game so exhilarating – for players and spectators alike.
The campaign is led by a 60-second film which draws parallels between the highs and lows of Test match cricket and the emotional journey of life as a whole. These layers of meaning in the Test game are well known to avid fans, and shining a light on this for the broader audience helped to emphasise what is so completely unique about cricket. A thrilling, intense, sometimes gruelling and hugely rewarding experience, packed with dramatic moments, highs, lows and all the bittersweet poetry of the human experience.
5.4 million ad impressions later, the England Test teams are thriving – with the campaign driving over 59,000 sign-ups to the ‘We Are England Cricket’ supporters club.
Wattbike – For Real Athletes
Wattbike is a premium fitness product. A precision piece of engineering, driven by data, and committed to delivering an authentic cycling experience on a static bike.
We’re successfully established as an elite brand – the choice of professional athletes. The launch of our first brand campaign – ‘For Real Athletes’ – represented a watershed moment, as we looked for ways to broaden our consumer market from core cycling to a wider sports and fitness audience.
Our response to this challenge was to flip the traditional ‘home fitness’ campaign on its head. No perfectly framed shots in penthouse apartments, no unrealistic or unattainable body shapes. ‘For Real Athletes’ shows the ‘real’ side of getting fit. We believe that if you’re buying an elite training product, you’re dedicated to your fitness, not your Instagram. You understand that getting fit is messy. And it doesn’t happen in a silo. It fits around life – real life.