SKY SPORT
Everything To Play For
During lockdown football fandom took a lull after stadiums closed their stands to supporters. So, Sky Sports briefed me to create a campaign that would reignite fan passion and kick-start the new season.
the idea was to remind supporters that the start of the season is the most fun, hopeful and exciting time for fans - Underdogs dare to believe in blind hope while title holders cling onto bragging rights and since nothing has been decided, ‘There’s Everything To Play For’.
To bring this idea to life, we travelled across the nation to hear the unfiltered hopes and dreams of real supporters - putting the fans who felt unseen in the stands, front and centre in our campaign.
Due to lockdown restrictions, supporters had nowhere to go for fan interactions - so as part of the campaign we also created YouTube Pre-Rolls that stoked fan banter and encouraged supporters to join the online conversation with #EverythingToPlayFor.
On TikTok and Instagram, we created suite of reactive content of the fans going back to back with their hopes and dreams for the season. The content would be posted before big games, encouraging fans online to share their predictions, pre match rituals and more.
Agency: Sky Creative Agency
Executive Creative Director: Simon Buglione
Creative Director: Miles Bingham
Senior Creative & Director: Elliot Wright
Agency/Campaign Producer: Fred Salmon, Paul Coward
1st AD: Lucas Harding
Shoot Producer: Ryan Woodland
Production Manger: Conor Duffy
Sound recordist: Pat Calvert
Wardrobe: Laura Thompson