Panini launched its 2022 Premier League Sticker Album and collection through an integrated campaign fronted by a hero spot starring England and West Ham United midfielder Declan Rice.
Using the brand’s umbrella and ongoing #GotGotNeed tagline, the campaign – which was created by Dark Horses and directed and produced by Pete Banks and Kode – sought to build excitement around the fresh collection by targeting young football supporters across the UK.
The 2022 Sticker Album cover was originally unveiled via Panini’s social channels at the end of November, while the collection campaign launched from 6 January led by 20- and 10-second spots spanning TV, YouTube and Instagram.
The lead creative video starts with a young fan seeking a Declan Rice sticker in his packet purchase to complete his album. He fans through the new pack repeating the brand’s ‘got, got, need’ phrase through various players (words familiar to everyone who has ever collected stickers).
Realising that the Rice sticker isn’t in the pack, the young supporter sighs and looks up just in time to see Rice himself walking past. He quickly asks the player for a Rice sticker and then the midfielder general reveals his own card collection is made up entirely of Declan Rice stickers with one solitary Mason Mount sticker. Rice then (slightly reluctantly) hands over a Rice one to the delighted youngster.
The spot then closes with a voiceover from YouTuber and influencer SV2, announcing that the 2022 sticker collection and album are out now.
“Working on a campaign for Panini is a dream brief for the child inside so many of us, and the fact that this is now our third campaign for the brand is incredible,” explained Dark Horses Senior Account Director Alex Nixon. “In this spot we wanted to capture the essence of how it feels to search for that one last sticker; but do so through a humorous lens, and Declan played his cameo perfectly.”
Panini Head Of Marketing (Sport) Chris Clover added: “We’re very proud to welcome Declan Rice to the Panini family, and what better way to kick off our partnership than through a starring role in our campaign for this year’s Sticker collection. We set out to create a category defining campaign that harnesses the emotiveness of being an avid Stickers collector, and we think Dark Horses have captured this perfectly. We can’t wait to see how the ad is received.”
The campaign was briefed in by Panini Head Of Marketing (Sport) Chris Clover, Product Marketing Manager Jessica Bell, Marketing & Digital Media Executive Jessica Fulford and Senior Special Projects Editor Nick Clark and created by a team at agency Dark Horses which included CEO Melissa Robertson, ECD Steve Howell, Creative Directors Adam Burns and Paco Lopez, Senior Creatives Charlotte Hugh and Danny Pallett, Creatives Daisy Elsden and Josh Clarke, Strategy Director Mark Lloyd, Producer Emily Mules, Senior Account Director Alex Nixon and Senior Account Manager Kitty Hall.
The group at Kode Media which worked on the project included Director Peter Banks, Producer Danielle Wright, Executive Producer Matt Fleming, Production Manager Jamie Brewer, Directors Assistant / Production Assistant Julian Roberts, Casting Director Rudy Russell (of Stark Casting), 1st AD James Dyer, Runner Will Akbar, DOP Thomas Hole, Focus Puller Kate Mollins, Clapper Loader Rory Power, Camera Trainee Laura Aguilera, Grip Paul Mammone, Playback was hanlded by Natasha Farrar of RSVP, the DIT was Mark Kozlowski, with Gaffer Freddie Bonfanti, Sparks Luca Rizzardi and Steve Hudson, Sound Operator Jermaine Monero, Art Director Noam Piper, Prop Master Paul Cutler, Props Assistant Ben Hughes, Stylist Terri Higgins, Styling Assistant Pili Mateos, Make Up Artists Mary-Jane Gotidoc, MUA Assistant Emily Collins, Medic Paul Mawson, Covid Supervisor Cian Llewellyn, Editor Akhil Kanukuntla, plus Colourist Tim Smith of Cheat and Sound Designer Martin Leitner of Sounds Good Studio.
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