The start of March saw Sport 24, the Endeavor-owned live sports service for airlines and cruise liners, roll out a dynamic new promotional trailer for the channel.
Created by London-based design and motion graphics agency Jump, the trailer celebrates the upcoming sports highlights broadcast live on Sport 24 and is the result of a client brief to ‘focus on the channel’s unique appeal in terms of connecting international travellers to unmissable sports events happening live across the world’.
‘We Don’t Stop’ features the elite tier of sports events covered by the channel: including the Olympic Winter Games, Wimbledon, the NFL, golf’s Masters, the NBA, French Open tennis, and the Premier League and UEFA Champions League.
The spot, which is set to an original music track by Echoic, aired on the channel and was amplified across the brand’s digital and social platforms.
“In January 2021 Jump created a promo for Sport 24 called ‘Back in the Game’ which celebrated the return of live sport and international travel. Our winning pitch for this new promo was to keep that brand alive but evolve it into a fresher and cooler style,” explained Jump Art Director Harry Handyside. “In 2022, Sport 24 is bigger, faster, stronger – bringing you even more sports. Their new message is ‘We Don’t Stop!’ The edit and treatment is like a music video, using quick cuts and effects to land on beats of the new track. We continued to use the previous typographical treatments but evolved the graphic action lines to become street-art inspired energy lines, lightning bolts, whooshes, flames and impact effects.”
Handyside added: “We gave key words as inspiration for the rap artist to write lyrics. The music was a huge part of the job so giving the correct direction for the right tone of the promo was really important. Often we are supplied music to work with but this is a fantastic opportunity to craft the audio to work with our visuals and the edit.”
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‘We Don’t Stop’ saw Jump build on the success of its 2021 ‘Back in the Game’ campaign and its Euro 2021 promo.
Sport 24 is a 24/7 live sports television channel available on international airlines and cruise ships which launched in 2012 with Panasonic and which is owned by IMG Media (part of Endeavor).
Available on Panasonic’s live television service, broadcast via satellite to airlines and ships, Sport 24 is available on Etihad Airways, ANA, Turkish Airlines, Lufthansa, Garuda Indonesia, Aeroflot Russian Airlines, Emirates, Japan Airlines, Biman Bangladesh Airlines, AeroMéxico, JetBlue and American Airlines, as well as on Carnival Cruise Line, P&O Cruises, Princess Cruises, Royal Caribbean International, Celebrity Cruises, Cunard, Dream Cruises and Norwegian Cruise Lines.
The channel broadcasts live coverage from Premier League, National Football League, National Basketball Association, UEFA Champions League, ATP World Tour, PGA Tour, European Tour, Euroleague, UEFA Euro 2020, 2020 Summer Olympics and Ryder Cup and both Sport 24 and its sister channel Sport 24 Extra are produced from IMG’s production HQ at Stockley Park (near London’s Heathrow Airport).
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