The UK’s largest multi-channel retailer of trade tools, accessories and hardware products (whose parent company Kingfisher also owns DIY chain B&Q), teamed up with independent creative agency Five by Five to create a set of 10 aspirational idents which show how Screwfix products can help families enjoy football at home.
The objective is to promote the Screwfix brand and hero a selection of products, as well as to empower households to make the most of this difficult situation.
The spots, shot under pandemic rules, feature a single family – in order to try and generate emotional affinity – enjoying at-home / in-garden football no matter the weather.
The idents show the family setting up their ‘stadium’, putting up ‘floodlights’ for their home pitch, creating makeshift goal posts and even setting up the ever-controversial ‘VAR’ and as the seasons change in each story the family grows and develops and each character becomes more fully-formed as they complete projects in the garden and enjoy football from home – no matter the weather.
The cheerful idents, which come in 15-, 10- and five-second versions, are being broadcast across Sky Sports, ITV, STV, Quest and S4C from 17 October and blend product imagery with scenes of the family enjoying the sport in their home and garden.
The idents are part of the brands exclusive sponsorship of Sky Sports’ broadcast and digital coverage of the English Football League, Scottish Professional League and Carabao Cup as well as sponsorship of ITV’s England Football coverage (partnerships managed by Wavemaker).
Congratulations Doncaster Rovers for winning Screwfix Moment of the Month
A deserved winner by donating £10 of every shirt sold to the family of Graeme Lee. Thanks’ to everyone who voted
Read about the great work @drfc_official have been doing here https://t.co/MBpgTVOocP pic.twitter.com/0AkqjQfjti
— Screwfix (@Screwfix) October 16, 2020
The campaign was created under coronavirus restrictions and both casting and shooting took place in Manchester, with the agency working alongside production company Chief and director Ben Tonge to establish the authentic performances seen in the spots and, all-importantly, a safe shoot.
Voice overs for the spots, provided by Clearcut Sound, were also completed remotely.
Ravi Beeharry and Andy Mancuso, creative directors at Five by Five, commented: “We really wanted these idents to resonate with families up and down the country – whether you were still getting used to the new ways of watching football, or looking for a new home improvement project to see you through the autumn. The key to this was balancing the imagery of Screwfix’s products with a really authentic, aspirational vision of what families have been getting up to – capturing the really simple things that can bring a lot of joy to football fans. Screwfix is an iconic brand when it comes to those in the trade industry, but we really wanted to show wider audiences – all the people now watching sport indoors – what they can achieve when it comes to enjoying football from the comfort of your home.”
Alan Trice, senior marketing manager at Screwfix, added: “With fans facing a totally unique season of football, what better way to stay in touch with the sport than bringing the game home to you. With this year’s Sky Sports and ITV idents, our aim was to prove that you don’t need to be in the stadium to be part of the action – and a little bit of DIY can go a long way in keeping the game alive. Five by Five’s stories of one football-loving family perfectly showcases the endless opportunities available when you’ve got a passion for the sport – and the right tools.”
The campaign was created for client Screwfix by a team at Creative Agency Five By Five which included Creative Directors Andy Mancuso and Ravi Beeharry, Senior Copywriter Neil Glasspool, Senior Planner David Craft, Client Director Sarah Strange, Senior Producer Alex James and Agency Producer Angus Smith.
The media agency was Wavemaker, the production and VFX company was Chief, while the spots were helmed by Director Ben Tonge, Directors Producer Nick Crossley, Executive Producer Colin Offland and with sound handled by Clear Cut Sound.
Comment:
As Coronavirus continues to affect the way we consume the things we love, football fans across the UK have been forced to rethink how they enjoy the beautiful game.
From empty stadiums to restrictions on gatherings, families have been turning to their own homes as the place to both watch and practice sport.
This campaign is yet another example of at-home sports marketing, as Covid-19 continues to impact the way fans consume the sport they love, this initiative seeks to empower everyday families turn their homes into places to watch and play all of which can be achieved by shopping at Screwfix.
Links:
Screwfix
https://www.youtube.com/user/screwfix/
https://www.facebook.com/Screwfix/
Five By Five
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