BEST SPORTS RELATED COMMERCIAL OR PROMOTIONAL VIDEO
B5 Consultancy – We Need to Be Ready #BeReady
The #BeReady video campaign was produced by B5 Consultancy: a company run by lawyer Matt Himsworth and footballers Fraser Franks and Leigh Nicol. The company works with football clubs and sporting organisations to offer advice, support, education and mentoring to players on all things off the pitch and especially on social media.
The video is a powerful two minutes, voiced by Leigh Nicol, who has experienced the horror of going viral and being abused online, and it encapsulates, in short form, the messages that B5 deliver to Academies and first team squads across women’s sport.
The exposure that is coming to the women’s game, through the success of those women and girls, and through the increasing television and social media coverage, means that there are risks alongside the opportunities. As Leigh says in the video: “These are exciting times. It’s important that we need to be ready”
The video features players from the WSL (Leah Williamson, Natasha Dowie, Megan Rose Wynne), England cricketers (Heather Knight, Sophie Ecclestone, Sarah Glenn and Nat Sciver) and rugby Olympians (Celia Quansah and Team GB captain Meg Jones).
European Tour – Angry Golfers
In January 2021, the European Tour decided to undertake their most daring and self-deprecating piece of content yet: Angry Golfers.
A bold, player-led, mockumentary-style social media video designed to showcase star players and their personalities, Angry Golfers entertained and engaged fans, providing some much-needed light relief, while continuing to distinguish the European Tour from its competitors.
The concept: Some of the “angriest” golfers on the European Tour come together for a confessional self-help group therapy session to encourage each other to address their “issues”. Starring Ian Poulter, Tommy Fleetwood, Tyrrell Hatton, Henrik Stenson and others, all demonstrate a refreshing lack of ego and an ability to laugh at their own expense.
Angry Golfers and its follow-up content received global media coverage, reaching over 14m people on European Tour social media platforms alone, amassing 4m views and 520,000 engagements, making it the European Tour’s most popular video ever at the time.
Fédération Equestre Internationale (FEI) – #ForTheLoveOfEquestrian
With the onset of the COVID-19 pandemic, activities around the world came to a sudden halt, including the majority of sports events.
As the global governing body for equestrian sports, the International Equestrian Federation (FEI) wanted to send a message of inspiration and solidarity to riders, fans, organisers and all other members of the FEI family. A message that says we are all in this together, united by a shared passion for our sport and lifestyle.
At its essence, #ForTheLoveOfEquestrian is a cinematic love letter to the equestrian community during the global challenges brought about by COVID-19.
It depicts the full breadth of life as an equestrian, from the highs to the lows, the victories to the defeats and the exceptional to the mundane. Together it forms an accurate portrayal of what it feels like to be a part of this community, whether on a professional or amateur basis.
It definitely hit the mark #ForTheLoveOfEquestrian has become one of the most successful video campaigns in FEI history, reaching over 7 million people in total, gaining over 12 5 million impressions on social media and generating 3 million video views – a sevenfold increase compared to the average FEI campaign video.
LTA – The&Partnership
How do you change age-old perceptions and convince 300,000 new Brits to play Tennis during a nationwide lockdown, without any major events?
You re-write the rules of the sport. Give it a new look. A new voice. Celebrate the individualism of anyone who picks up a racket and plays their way.
As part of the LTA’s ongoing commitment to open tennis up to the nation, we launched Play Your Way during the midst of a global pandemic, capitalising on being one of the few sports that could return to play.
Launching with some bold and provocative OOH & Social creative, including a new vibrant visual identity, we put Tennis firmly back on the nation’s radar. This was quickly followed by our 30second brand film that went from script to shoot in just 12days, helping reach over 33million people whilst achieving average view-through rate 211% higher than industry benchmarks.
Not only did we move the dial in shifting people’s attitudes and perceptions of the sport, with a +13% increase in ‘tennis is for people like me’ statements, we helped increase in the number of people playing Tennis by 300,000, including a +24% increase YoY in people playing on a weekly basis.
The Kiyan Prince Foundation – Engine MHP + Mischief
The Kiyan Prince Foundation, set up by Mark Prince in memory of his son who was stabbed and killed in 2006 is a small charity with a burning message of hope for change.
Engine devised a campaign that elevated the charity to a new level, bringing the Foundation to the attention of thousands and attracting much-needed funds.
#LongLiveThePrince used gaming to talk to a hard-to-reach audience of 16-25-year-olds about seeking the right path in life, no matter how difficult their circumstances.
Kiyan had been a talented youth football player for Queens Park Rangers. The Foundation uses life coaching and sports to empower young people to create thriving communities and a violent-free society.
In 2021, with the help of family and friends, Kiyan was brought back to life within the FIFA21 video game and commemorated on the Queens Park Rangers’ teamsheet and billboards across the country, enabling young gamers and football fans to learn about his story – and the help available to them.
The result was a campaign that united a wide range of partners, including QPR, EA SPORTS, JD Sports, Adidas, Topps and Framestore, generating billions of views, millions of engagements and generating more than £40k in public donations.