Building on the success of UEFA Women’s Euro 2022, the FA Barclays Women’s Super League rolled out a new brand platform for the start of the 2022/3 season titled ‘Unstoppable’.
The multi-channel, UK marketing burst was designed to drive home the message that women’s football is no longer on a journey, but rather that it here and is getting bigger and better and, if you’re not watching, you’re missing out.
The campaign is spearheaded by a fast-paced, visually energetic, hero TV commercial featuring stunning goals, athletic saves ad ferocious tackles. The spot, which forms a living, breathing collage, is set to a bespoke track created using match day commentary. The mixed media creative approach features the game’s biggest names, key moments, most compelling stories and fiercest rivalries.
‘Unstoppable’ continued across social, digital and outdoor platforms: including a set of standout, high-profile OOH poster sites in London, Manchester, Birmingham and Liverpool.
The wait is almost over… ⏰
The Unstoppable #BarclaysWSL returns Saturday 10 September. The stars are back and there’s rivalry to be restored!
You don’t want to miss it pic.twitter.com/Ifv0dXRz0N
— Barclays Women's Super League (@BarclaysWSL) September 3, 2022
The campaign was created in tandem with agency Dark Horses and the lead spot was helmed by Friends Electric Director Ewan Jones Morris.
“Football is full of narratives. It’s this endless melting pot of storylines that makes the game so eternally engaging. The BWSL is overflowing with them, especially coming off the back of the EUROs,” explained Dark Horses ECD Steve Howell. “We wanted to capture that essence and showcase just how unpredictable the action is, how unmissable the matches are and how unstoppable the league has become.”
The campaign was created by a team at agency Dark Horses which included CSO Matt Readman, Head Of Account Management: Caroline McCulloch, Account Manager Mike Warren, ECD Steve Howell, Creative Directors Sean Johnson and Josh Pearce, Creatives Lara Hallam and Hannah Rendell, Head Of Production Andy Walsh and Senior Producer Emily Mules.
The production Company was Friends Electric with Director Ewan Jones Morris, Producer Giles Edward and EP Barney Richard. Animation came from Electric Studios, Concept Design by Stefano Ottaviano, with Animators Sandra Clua, Greedy Goons, Alice Roseberry-Haynes and Jess Gaynor, Flame OP Ruben Llusia, while colour was handled by ETC Colour and sound by Wave Studios.
Comment
Dynamic, fast and confident, this campaigns seeks to encapsulate the unstoppable trajectory of women’s football and build on heightened awareness of and excitement around the game following the record-breaking crowds and TV audiences for the Euro and the subsequent heightened interest and season ticket boost at the start of the domestic Barclays WSL season.
The Barclays WSL, which boasts more Euros stars than in any other league in the world, has seen something of a surge in ticket sales in the immediate aftermath of the tournament.
For example, by late August, Liverpool had experienced 254% boost in season ticket sales, Brighton a 144% increase and Aston Villa reported a 108% rise, while Arsenal had already sold a record breaking 40,000+ tickets for its North London derby game against Spurs.
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