A global brand campaign from Standard Chartered celebrates the bank’s 10-year lead partnership with Liverpool Football Club follows the story of a young fan as she grows up through the hard times and, finally, the good.
The activation, created and produced by TBWA\Singapore (the bank’s global creative agency since 2005), spans television, cinema, social media and LFC fan channels worldwide and is spearheaded by a hero spot.
Shot in Liverpool and starring local Liverpudlians, the film captures recognisable sights and sounds from around the city – from the Trent Alexander-Arnold mural to the roar of Anfield stadium – as the fan grows up sporting various star player shirts from the club’s last decade and suffers heartache and disappointment until finally triumph.
The spot is set to music producer and singer Astraea’s fresh rendition of the club’s famous ‘You’ll Never Walk Alone’ anthem which also serves as the club’s motto.
The track itself was originally a show tune from the 1945 Rodgers and Hammerstein musical Carousel.
The song was released on Spotify with proceeds from streaming going to Standard Chartered’s charity ‘Futuremakers’.
“Standard Chartered are celebrating 10 years of an important partnership with Liverpool Football Club. We wanted to tell the incredible story of their unwavering support and commitment in an authentic way – through the eyes of one of their loyal fans,” explained TBWA\Singapore Executive Creative Director Andy Grant.
“This campaign is a testament to the strength of our TBWA\Collective in delivering world -class creativity to our Global clients,” added colleague Melissa Hill (Global Brand Director of TBWA\Singapore).
“We applaud Standard Chartered for their consistent commitment to creating bold, fresh work.”
Emma Sheller, Global Head of Brand and Marketing Standard Chartered, added: “Liverpool is arguably the most decorated club in English football history, and we are so proud to have stood by as a partner these past ten years. This film marks an important milestone in a journey that reflects our commitment of being ‘Here for good’ and standing by the Club through thick and thin. Our relationship goes above and beyond sponsorship – it is a shared connection based on values and heritage that has enabled us to create unique, purposeful moments clients, communities and supporters across the world.”
The campaign was created by TBWA\Singapore where the team included Executive Creative Directors Hagan de Villiers and Andy Grant, Creative Directors Perry Essig and AS Anam, Associate Creative Director Jeff O’Keefe, Senior Art Director Paulo Cruz, Planner Robin Nayak, Global Business Lead Melissa Hill, Group Account Director Benoit Freyburger, Brand Director Julia Watson Donnert, Brand Manager EuChuan Then, Brand Executive Seana Carter and Project Director Debora Minasi.
The initiative was developed for Standard Chartered Global Head of Brand and Marketing Emma Sheller, Global Head Of Sponsorship & Events Caroline Darcy, Project Lead – Brand Refresh Louise Cullen, Head of Sponsorship Miguel Betrisey and Senior Manager of Sponsorship Marc Davies.
Production was by SixToes with Executive Producers Haydn Evans and Ryan Shanholtzer and was directed by Rollo Jackson via Somesuch with Executive Producer Scott O’Donnell, Producer Tom Gardner, Production Manager Maddy Perkins, Cinematographer Bobby Shore, Production Designer Sami Khan, Costume Stylist Verity May Lane, Casting Director Martin Gibbins and Liverpool Service Production Sugarfree TV, plus editorial by The Whitehouse with Editor Ryan Boucher.
Post Production was by Time Based Arts with Colourist Simone Grattarola, Sound Designer Peter Duffy, Sound Mix by Factory Studios, Singapore Sound Mixer Song Zu, Head of Sound Design Damian Waddell, Executive Producer Donny Pereira, with Singapore Post Production Heckler, Executive Producer Richard Mayo-Smith, Flame Artists Pedro Santos and Sacha Schmidt.
Music Supervision was by Arnold Hattingh and Harley Beckmann-Hawksley @ Theodore / Wake The Town, with artist Astraea, the publisher was Peer Music / Concord Music Publishing and the label was MFMI.
Comment:
This global campaign follows in the footsteps of earlier 2020 Standard Chartered Liverpool work such as the Bob Paisley 100th Birthday ‘Project Stand Red’ tribute (see case study).
Standard Chartered has been the main sponsor of Liverpool F.C. since 2010 and will extend to the end of the 2022-2023 season, making it the second-longest sponsorship deal in LFC history.
In 2018, to reinforce the partnership for another 4 years, the Bank announced the launch of Stand Red – as a call to unite global LFC fans in support of the Club, creating the #StandRed movement.
The Standard Chartered LFC partnership includes LFC World – a programme that takes the Club and its former players to Standard Chartered markets such as Singapore, Kuala Lumpur, Hong Kong and Shanghai; The Liverpool Ladies Football Club – a programme that empowers young girls in Africa through sport by providing them with financial education and
Links:
Standard Chartered
https://www.youtube.com/user/standardcharteredtv
https://www.facebook.com/StandardChartered
https://plus.google.com/u/1/+standardchartered
TBWA\Singapore
Liverpool FC
https://www.facebook.com/LiverpoolFC
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