Western Union’s continues to activate its rights as an official sponsor of Liverpool Football Club with a new, player-fronted campaign that aims to showcase the brand’s money transfer capabilities in relation to human emotion.
The objective from the club’s sleeve sponsor is to demonstrate how the brand supports and enables customers to connect meaningfully with one another across vast distances.
Developed in harness with agency BBH Sport, the campaign is led by a video that sees Liverpool attacker Sadio Mané send money to his uncle in Senegal via the Western Union mobile app.
The spot sees Sadio’s uncle Sana buy himself a new wide-screen TV to watch his nephew in action.
It was amplified across both the brand and the club’s digital and social channels and runs alongside other time/event relevant Liverpool content from Western Union.
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On #WorldMentalHealthDay, we want to encourage all Reds, next time you are watching an @liverpoolfc game, to just say hello to a fellow LFC fanIt's the little things that have the biggest impact #WULFC . . . . . . #instahealth #life #health #LFC #LFCFamily #Reds #Anfield #mentalhealth #depression #anxiety #mentalhealthawareness
The campaign was created by a BBH Sport team led by creatives Callum Prior and Marc Rayson, plus creative director Ewan Paterson, strategist Alice Walker, strategy director Simon Gregory, business lead Will Nicholls, account managers Oscar Merry and Louise Bodily, plus agency producer Dai Davison.
It was directed by Saul and Josh through Black Sheep Studios and the executive producer was Sophie Dewey, the producer was Callum Harrison and the DoP was Jack Wilkinson, post production was handled by The Mill, editing by Black Sheep Studios and sound by String and Tins.
From Axa (see case study) to Konami (see case study) and from New Balance (see case study), to Joie Baby (see case study) and Standard Chartered (see case study), there has been no shortage of notable sponsor activation from Liverpool FC and its partners through the last year.