Panini launched its official Premier League 22/23 Adrenalyn XL trading cards collection through an integrated campaign spanning TV and digital which sought to capture the thrill of card swapping to build and improve a collection and acquire the very best football cards
Created by agency Dark Horses, the campaign launched in Mid-August (timed to roll out to leverage the start of the new English football season) and will run through to September as it promotes Panini’s new ‘Official Premier League Adrenalyn XL 2023 Trading Cards’.
The idea aimed to bring to life the thrilling feeling of knowing you’ve just made a brilliant trade and the hero spot – which ran on TV and online – was set in a colourful, busy school cafeteria and focused on a group of friends comparing football trading card collections. It sees a young boy complete an awesome swap for a much coveted ‘Golden Baller’ – thus securing his status as the greatest swapper of all time – ‘The GOAT Of Swaps’.
The colourful spot was dramatised with animated overlays and exaggerated sound design to drive home the excitement of an adrenaline pumping swap moment.
Will you become the next G.O.A.T of swaps?! The brand new Premier League 22/23 Adrenalyn XL™ Trading Card Game is on sale now and available to purchase right here https://t.co/RJt6US20lN#Whosinyoursquad #GotGotNeed #GOAT pic.twitter.com/doCfMdjgML
— Panini UK & Ireland (@OfficialPanini) August 16, 2022
The spearhead spot was backed by supporting social content.
Grab a FREE Premier League AXL 2023 Digital Packet right here:https://t.co/M6hP6TwBm8#GotGotNeed #Whosinyoursquad pic.twitter.com/W7Kc8AyLm8
— Panini UK & Ireland (@OfficialPanini) August 15, 2022
We saved the best til last! GOLDEN BALLER & PLATINUM BALLER cards
PB's are only available while stocks last! You can pre-order yours & the rest of the brand new collection here: https://t.co/hS6zBZNklz#Whosinyoursquad #GotGotNeed #PremierLeague pic.twitter.com/24aCnOXyoZ— Panini UK & Ireland (@OfficialPanini) July 26, 2022
The work was shot by Director duo JAK and produced by Knucklehead.
“There is nothing quite as thrilling as the start to the Premier League season…unless you’re picking your very own team through Panini trading cards,” explained Panini Managing Director Chris Clover. “The campaign captures the joy of swapping and sharing amongst friends to celebrate a new season of football.”
Dark Horses Creative Director Adam Burns added: “As a football fan who grew up chasing Alan Shearer shinies, working on a brand like Panini is a bit of a dream. Swapping stickers on the playground is how many of us built our earliest friendships and it’s no different for young people today. Our new work pays homage to the art of the swap and the kudos it can bring amongst peers, a spot beautifully brought to life by JAK, that I think will capture the imagination of young potential GOATs all over the country.”
The campaign was created for a Panini team led by Managing Director Chris Clover, Product Marketing Manager Jessica Bell, Marketing & Digital Media Executive Jessica Fulford and Senior Special Projects Editor Nick Clark by a team at agency Dark Horses where the group on the project included CEO Melissa Robertson, ECD Steve Howell, Creative Directors Adam Burns and Paco Lopez, Creatives Matt Adams and Will Butler, Strategy Director Mark Lloyd, Producer Andy Walsh, Business Director Alex Nixon and Account Manager Mike Warren.
The unit at the production company Knucklehead included Executive Producer Ore Okenado, Line Producer Freddie Hill, with Directors JAK, Director Of Photography Stefan Yap, Editor Meg Thorne of The Quarry, Animator Agris Čaurs, with music and sound by Finlay Mowat and colour and online graphics handled by Tag’s Mark Horrobin.
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