ADVERTISING

Sky Bet

Tournament Turmoil

Agency: Grey London

Description

Euros 2024 proudly marks the launch of Sky Bet's latest campaign with Grey London: 'Tournament Turmoil.' This campaign, building on Sky Bet's recently launched new positioning 'For the Fans', takes a deeper look, beyond club football, at how fans really feel during an international tournament like the Euros. At a time when most brands follow the cliche of international tournaments; pure elation, togetherness and fake celebrations, Sky Bet recognises the inner conflicts fans feel when domestic allegiances vanish. In this unique month, supporting your nation creates all sorts of turmoil - your loyalties are a mess, and you face constant dilemmas. Spurs supporters have to cheer on Arsenal players. Man united supporters fear players they usually declare their undying love for. Grey London aimed to acknowledge that complexity and offer something to fans to help them navigate it.

The campaign launched with 'Trim - the first ad of its series -' highlighting a fan's inner dialogue and the conflicting emotions experienced during this time of year. Despite the dilemmas, lifelong rivalries, and newfound dislike for players they usually admire, supporting their nation in the Euros feels profoundly right and worth all the turmoil. The second ad, ‘Dad’s Dad’ will launch later this month.

Coral Cranmer, Marketing Director Sky Bet, said: "We are so excited to launch our Tournament Turmoil campaign. It really gets to the heart of what fans go through during the Euros. By showing the real emotions and mixed loyalties that come up, we’re celebrating the true passion of international fandom and showing that we really get what it's like to be a fan. We're proud of this work with Grey London and can't wait to see how it resonates with everyone during this incredible tournament.”

David Wigglesworth, Grey London ECD, said: “While many brands will ride the wave of international tournaments clichés, with our partners Sky Bet we wanted to celebrate the genuine inner conflict fans face when domestic loyalties fade away. To be 'For the Fans' it felt important to embrace the light hearted humour of it all. “Trim” captures one such fan's inner turmoil and emotional conflict during the Euros, making the inevitable support for their nation resonate deeply despite the dilemmas.”

Both the ’Trim’ and ‘Dad’s Dad’ adverts form part of Sky Bet’s wider multi-channel campaign, celebrating all of the unique behaviours and emotions of football fans. Beyond the two ads outlining fans ‘Tournament Turmoil’ there will also be an array of offers and experiences for Sky Bet customers. This includes Daily Shootout, which is back every day of the tournament on the Sky Bet app, and the 3 fan zones around the country. Sky Bet is aiming to make the fan experience even better throughout this year's Euros.

This professional campaign titled 'Tournament Turmoil' was published in United Kingdom in June, 2024. It was created for the brand: Sky Bet, by ad agency: Grey London. This Film medium campaign is related to the Gambling and Sports industries and contains 1 media asset. It was submitted about 2 months ago.

Credits

AGENCY: GREY LONDON
MANAGING DIRECTOR: JONNY TENNANT-PRICE
EXECUTIVE CREATIVE DIRECTOR: DAVID WIGGLESWORTH
GROUP CREATIVE DIRECTORS: AARON MCGURK & CHRISTOPHER LAPHAM
SENIOR CREATIVE: LIAM CAMPBELL
HEAD OF PRODUCTION: MAXINE HOSE
SENIOR PRODUCER: TASH BEDFORD
ASSISTANT PRODUCER: EDEN HASTINGS
CHIEF STRATEGY OFFICER: TAREK SIOUFI
STRATEGY DIRECTOR: GIL CALDWELL-DUNN
SENIOR STRATEGIST: MILAN ZUM HEBEL
BUSINESS DIRECTOR: MATT PARIS
ACCOUNT DIRECTOR: JACK BARBER
SENIOR ACCOUNT MANAGER: CLYDE HURST
ACCOUNT EXECUTIVE: SERENA COYLE

CLIENT: SKY BET
MARKETING DIRECTOR: CORAL CRANMER
SENIOR BRAND MANAGER: ASHLEY VANN
CREATIVE PROJECT LEAD: FIONA BARDSLEY
LEAD PRODUCER: HOLLY LIDDELL
CREATIVE MANAGER: MARK FORSTER
CREATIVE MANAGER: NIALL MURPHY

PRODUCTION COMPANY: BISCUIT FILMWORKS
MANAGING DIRECTOR: RUPERT REYNOLDS-MACLEAN
HEAD OF PRODUCTION: EMILY ATTERTON
EXECUTIVE PRODUCER: HANNA BAYATTI
DIRECTOR: JEFF LOW
PRODUCER: TOM FORD
DOP: JOÃO PADUA
PRODUCTION DESIGNER: OLIVER HOGAN
PRODUCTION MANAGER: SAM JACKSON
PRODUCTION ASSISTANT: STEVE CHARLAMBOUS
STYLIST: WIZ FRANCIS
CASTING DIRECTOR: LEAH HARRISON
HAIR AND MAKEUP: FREDDIE STOPLER
EDIT HOUSE: SHIFT POST
OFFLINE EDITOR: SAAM HODIVALA
EDIT HOUSE POST PRODUCER: KIRSTY OLDFIELD
EDIT ASSISTANT: CHRISTINA HILL
POST PRODUCTION: ELECTRIC THEATRE COLLECTIVE
COLOURIST: LUKE MORRISON
VFX SUPERVISOR: STIRLING ARCHIBALD
ONLINE PRODUCER: HOLLY TREACY
SOUND STUDIO: FACTORY SOUND
SOUND ENGINEER: JON CLARKE & MICHAEL HAINES
AUDIO PRODUCER: CIARA WAKLEY

ADVERTISING

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