The onset of the 2024/25 Premier League season heralds the debut of an unprecedented global campaign. Conceived by Drummond Central, this initiative seeks to captivate audiences with its unparalleled creativity.
A series of extraordinary sporting moments are brought to life, making every sports fan’s dream a reality. This article explores the key elements of this campaign and the innovative approach that sets it apart.
An Extraordinary Campaign Concept
Envisioning a day where a myriad of unconventional sporting events unfold simultaneously, this campaign pushes the boundaries of imagination. From football players scoring in outlandish ways to marathon runners completing races with unexpected burdens, the narrative captivates viewers.
A Brilliant Continuation of a Unique Brand Platform
The campaign builds on the ‘Never Ordinary’ platform introduced last year. With a sports news network at its heart, it showcases a seamless blend of real-time thrill and extraordinary occurrences.
News anchors cover these sensational moments as they happen, offering a live, in-play experience that aligns perfectly with the campaign’s innovative theme.
Creative Direction and Execution
Directed by Jack Driscoll and produced by Tom Cartwright, the campaign involves stunning visual effects created by Selected Works.
Filming took place across various locations including Barcelona and Prague, over an intensive 28-day shoot period.
The result is an arresting visual spectacle that highlights the unpredictability and excitement synonymous with live sports.
Expert Insights and Perspectives
Creative Director Kevin Lynn emphasized the goal to create a blockbuster experience. He noted, “Wild moment after wild moment brought to you as they happen, which perfectly encapsulates that whatever the moment, it’s Never Ordinary.”
Chloe Shrubb, the head of brand marketing, shared her enthusiasm, stating, “It’s a beautifully simple idea that really articulates how we elevate moments. We are absolutely unique, standout and we’re Never Ordinary.”
Comprehensive Media Strategy
The campaign’s reach extends across multiple platforms, including linear TV, VOD, out-of-home advertising, audio, print, and digital channels.
UK media planning and buying for the campaign is managed by Republic of Media, ensuring widespread visibility and engagement.
The campaign will be broadcast across several territories such as the US, Mexico, Australia, and various European countries, marking a truly global initiative.
Engaging the Global Audience
The innovative approach of this campaign aims to resonate with a diverse, international audience.
By showcasing the most unexpected and thrilling sporting moments, it aims to captivate and engage sports enthusiasts worldwide.
A New Direction in Brand Evolution
As the second year of an evolving strategy, this initiative sets a high benchmark for future campaigns. It reflects an ongoing commitment to creativity and innovation, promising audiences an experience that is anything but ordinary.
This groundbreaking campaign underscores a commitment to delivering extraordinary experiences. By fusing real-time excitement with imaginative scenarios, it sets a new standard in sports marketing.
As it spans global territories and engages diverse audiences, the campaign’s success is a testament to innovative thinking and exceptional execution.
