The insight informing the creative approach was grounded in West African fans’ special relationship with the league’s clubs.
“The key difference between a West African fan’s relationship with the club he or she supports and that of a fan in the UK is ‘choice’. In the UK, you don’t choose your club, you are born into it. For this reason, if someone disrespects your football club, they disrespect your place of birth, your home, your family. As a result, there’s an aggressive, territorial undertone to football banter and discussions.
“By contrast, in West Africa, they choose who they support, and are drawn to a club by its popularity and performance. Banter is, therefore, friendly and sporting – a passion point. What’s more, banter, in the West African EPL context, brings people together. Never aggressive, it is a way of good-naturedly sharing your knowledge of the game, and building anticipation for the coming weekend’s battles on the pitch.
Film advertisement created by FCB, Nigeria for Coca-Cola, within the category: Non-Alcoholic Drinks.
Business Unit Director: Struan de Bellelay-Bourquin
Account Director: Carol Chidoba
Executive Creative Director: Suhana Gordhan
Copywriter: Mbeu Kambuwa, Matthew Shafto
Art Director: Jonathan Wolberg
Designers: Liana Liebenberg, Thabang Lehobye
Strategic Planner: Sandiselwe Gamede
TV Producer: Monareng Makwetla
Production House: Patriot Films
Director: Anton Visser
Post-production: Left Post
Music composition: Tiger Fight