Boxer Conor Benn Inspires You to ‘Create Your Legacy’ in Everlast Campaign Ahead of Historic Fight

Everlast rolled out a campaign ahead of the UK generational rematch boxing bout between Conor Benn and Chris Eubank Jr called ‘Create Your Legacy’ which explored how the former handles the press and public attention around his relationship with his famous father.

The campaign rolled out from 3 October: a week ahead of the intended 8 October fight night and several days before the fight was called off after Everlast ambassador Benn returned ‘adverse analytical finding for traces of a fertility drug’.

Created by Fresh Base Productions, the campaign was based on insights around Conor Benn’s career and his relationship with his dad. The script jumps between two key narratives – the media’s angle on him and his father and how the young boxer’s reacts and deals with this.

The creative, which was spearheaded by a digital-first spearhead spot, sees the fighter talk about his life in boxing, how the press and some people believe he lives in the shadows of his famous father Nigel Benn and how Conor deals with that.

Each narrative has its own aesthetic: mixing 16mm black and white footage to portray the media and a focused, sharp and colourful shoot to represent Conor’s Ben’s highly driven mindset.

As the video states: “This is for the name, the legacy. It’s fight week. Only 5 days until Benn takes on Eubank Jr at The O2 Arena, continuing the greatest rivalry in British Boxing. “I have a passion for winning, so far I don’t know any other way.”

The commercial rolled out across TV, owned and paid digital and social channels and it was also due to be screened on DAZN on the night of the fight. The lead spot was supported by a bank of photography shot by Tom Cockram with OOH executions featuring throughout the O2 Arena and across the London Underground.

Fresh Base handled the campaign from pre-production through to final edit and principal filming was carried out in one day ahead of Conor Ben starting training camp for the fight.

“With the legacy fight about to be announced, we had a very small window to get this film made before we would lose access to Conor,” recalled Fresh Base Fouonder Gaurev Kumar. “We also needed to use his own training gym to fit around his schedule, which our Art Department led by Xander Mitchell did an incredible job at working around to create a beautiful set for us to film in. By putting together a trusted team who all bought into the creative, we worked hard and found solutions where needed and have created something which we’re all really proud of and excited to see it being released.”

“Whilst we had a great script, we were conscious of limited time and resources to be able to make it happen,” added Everlast Head of Marketing Sam Harris. “Fresh Base consistently found solutions to deliver a great campaign. One we’re all proud to launch ahead of this historic fight between Benn and Eubank Jr.”

‘Create Your Legacy’ was created from a brief from client Everlast by a team at agency and production outfit Fresh Base which included Creative Craig Stronach, Director Toby Jones, Producer Gaurav Kumar, 1st AD Lloyd Jones, DP Tristan Chenais, Focus Puller Angus Mitchell, Loader Izabella Malewska, Photographer Tom Cockram, Assistants Michael Hani and Gabor Hercz, PAS Ali Aden and Joshua Bull, Art Department Xander Mitchell and Gaffer James Duffy.

Lighting EQ Hire was via Cinelight London, the sparks were Nuno Rodrigues and Dylan Rogers, the sound recordist was Artur Strakhov, with Editor Jamie Sivers, music and sound from Brother Music, Colourist Dan Moran, Colour Producer Suzi Grochala, EQ Hire Too Many Pixels and Gripvan, Hair & Make Up by Doey Drummond and the trainer was Kevin Mitchell.

Comment

Everlast, part of the Fraser’s Group (which also includes the likes of Lonsdale, Slazenger, No Fear and Lillywhites) and is best known for trading under the Sports Direct brand, rolled out this campaign after its August 2022 ‘Been Out Here’ marketing burst.