Creative Content Award

Category Partner

Creative Content Award

adidas

This Is Home
Credits
Agency: Iris • Client: adidas • Creative Director: Henry Scotland & Rachid Ahouiyek • Creatives: Jonny Marsh & Charlie Parker • Executive Producer: Michael Hanney • Producer: Nadia Black • Senior Account Director: Theo Jenkins • Account Manager: Lottie Tonks • Production Company: Somesuch • Production Company Producer: Shion Hayasaka • Production Company PM: Charlie Lodder • Director: Rollo Jackson • Offline: Ryan Boucher at The Whitehouse • Grade: Luke Morrison @ ETC • Flame Op: Iain Murray @ ETC
Post Producer: Antonia Vlasto • Audio: GCRS • Audio Producer: Sarah King & Ciara Wakley • Audio Engineer: Gary Turnbull

After 25 years away, adidas was returning home to Arsenal and London as the club’s kit sponsor. We wanted the whole world to know adidas were back, get people hyped for the new kit, and cement adidas as the football brand in London.

We told the story of how Arsenal players from around the world have become part of the fabric of North London, that ‘you ain’t born a Londoner…you’re made one’. Dubbing players with London voices, recorded by Arsenal fans and filming them in famous Arsenal hotspots.

The film leaked, racking up over 7.3 million organic views in 24 hours, receiving over 830 million online PR reach and trending #1 on UK Twitter.

Resulting in over 15 million video views and an 84% increase in demand, the best-selling home shirt ever.

The film restored fans’ belief in the club, and cementing adidas as the football brand in London.

BT Sport

No Filter

There’s nothing quite like being there but No Filter UCL is the next best thing, redefining the way sports content is captured and delivered.

Overnight, hundreds of hours of footage are painstakingly crafted into a 10-minute keepsake of the evening, and delivered for 7am the following day. It has reduced fans to tears and has the industry scratching its head.

No Filter has become embedded in fan culture, spoken about in pubs, on social media and in WhatsApp groups. Fans demand the ‘No Filter’ treatment and rival broadcasters have tried to imitate.

With 61 million views, No Filter UCL propelled BT Sport to #1 UK YouTube sports channel in May 2019, helping increase subscriptions from 870k to 2.1 million in one year. The Telegraph call it “a stunningly-executed example of social media content as appointment viewing.”

It’s raw and authentic. It’s sport how it should be. No Filter.

European Tour

The Content Committee

Having established a reputation for world-class Original Content, in January 2019 the European Tour decided to undertake a completely different genre of content: Introducing The Content Committee.

A bold player-led, mockumentary-style social media video designed to showcase star players and their personalities, The Content Committee provided a platform to entertain and engage fans but also differentiate themselves from their competitors.

The concept: Tired of being asked to take part in ‘viral’ videos by ‘media types’, five European Tour stars took matters into their own hands and assembled The Content Committee. Convinced they could come up with better concepts on their own, Thomas Bjorn, Tommy Fleetwood, Eddie Pepperell, Henrik Stenson and Lee Westwood thrashed out an all-new content strategy for the European Tour.

The Content Committee and its off-shoot content reached nearly 7 million people on European Tour social media platforms alone, amassing over 3.7 million views and 280,000 engagements.

Hotels.com

The Perfect Fan
Credits
Hope&Glory • Mind's Eye

Hotels.com needed an international integrated campaign in the week prior to the UEFA Champions League Final to build brand association for its sponsorship.

It was year one of their partnership with the tournament, so we needed to make Hotels.com the travel brand most connected to the competition.

We needed to reach fans worldwide with the UK, Spain, France, Italy, Brazil, and Mexico the key markets. And we needed to do so across multiple channels – editorial, paid social and organic social.

We realised through research that most fans pitch up, watch the game and then head home the following day. They don’t see the sights, they don’t try the food, they don’t experience the culture.

So we wanted to encourage a deeper experience, encouraging fans to enjoy the cities they go to in the most appropriate way.

We wanted to make Hotels.com the brand for the ultimate travelling fan.

INFINITI

Employee of the Month
Credits
INFINITI & Prism Sport + Entertainment

Premium automotive brand INFINITI and Prism Sport + Entertainment present their latest campaign featuring Formula 1 driver Daniel Ricciardo, as he bids to become the ‘employee of the month’ at an INFINITI dealership.

Taking an opportunity to prove himself in another field during the Formula 1 summer shutdown, the ebullient driver tries to introduce F1 efficiencies to the dealership as well as his own personal style in customer service, people management and marketing ideas.

This hero video of the INFINITI ‘Employee of the Month’ campaign is the most watched and the most successful INFINITI video in the 30 years since the launch of the brand in 1989.

Southampton FC

Saynts - The Greatest Kit Launch That Never Happened
Credits
Mischief • Southampton Football Club

“Congratulations, Southampton Football Club, you've outdone everybody.” – BBC Sport

To launch its 2019/20 season kits, Southampton Football Club did something no club had done before – put a Premier League kit launch on a desert island (sort of).

Parodying the infamous Fyre Festival launch video took Saints into cultural conversations to become the club’s best-ever performing campaign across its social channels, notching up almost 8m video views with minimal paid support and achieving 993% of our target for click-throughs to the new kit, even prompting the above from the (supposedly impartial) BBC Sport team.

The Jockey Club

Bryony Frost & the Cheltenham Festival Dream That Came True
Credits
The Jockey Club • LiveWire Sport • Cheltenham Racecourse • Racing Media Group

Bryony Frost is an ambassador for The Jockey Club and one of the leading jump jockeys in the country. On 14 March 2019, the 24-year-old became the first British female jockey to win a Grade One race at the Cheltenham Festival Presented by Magners, riding Frodon to victory in the Ryanair Chase.

In the days leading up to the race, The Jockey Club approached her father, Jimmy, a former Grand National-winning jockey, and asked if it could watch the Ryanair with him, attaching a small microphone to him to capture his reactions and emotions watching his daughter riding. What happened next exceeded all of our wildest expectations as we told THE story of the 2019 Festival that only The Jockey Club could tell, showcasing one of the few sports where men and women can compete on an equal footing.

World Rugby

Sweta Unstoppable
Credits
World Rugby (brand) • MATTA (creative agency) • Sweetshop (production company)

The ‘Sweta Unstoppable’ film, as part of World Rugby’s ‘Try and Stop Us’ campaign, tells the real story of 19-year-old Indian rugby player Sweta Shahi in her home town of Nalanda, a remote village in rural India. Sweta’s story is one of perseverance, overcoming hardship, societal and cultural barriers to pursue the sport she loves.

It illustrates how rugby has been a catalyst for her strength and positivity; how the sport helped her overcome other hurdles in life.

The film is central to World Rugby’s ‘Try and Stop Us’ campaign to inspire the women and girls across six continents to take up, or learn more about, the sport. The principal aim was to teach our audience that rugby has the power to make them unstoppable.