/ Ladbrokes
Rocky - 19/08/2022
Production: Alex Cowley & Amy Coomber
Creative: Lloyd Daniel
ECD: Jon Forsyth
Accounts: Kate Middleton & Theo Jenkins
/ Balloon
Comms Strategy: Jon Forsyth, Simon Massey, Clem Lepinard, ECD: Noel Hamilton, Creative: Lloyd Daniel, Account Director: Niall Hutchinson.
Film: Director: Sam Brown, Production Co: Rogue, Exec Producer: Amy Coomber, Producer: Harriette Wright, (download factsheet).
Print: Photographer: Paul Calver, Production Co: Making Pictures, Retouchers: Smoke + Mirrors.
Radio: Production: Factory, Sound Engineer: Josh Campbell
/ New Season
Comms Strategy: Jon Forsyth, Simon Massey, Clem Lepinard, ECD: Noel Hamilton, Senior Creative: Lloyd Daniel, Business Director: Niall Hutchinson.
Film: Rogue Films Director: Joe Connor , Producer: Maddy Easton , MD/Executive Producer: Kate Taylor , DoP: David Procter
/ Euros 2020
Ladbrokes Euros 2020 is ground-breaking campaign that celebrates this year’s much anticipated European Championship 2020 tournament and captures the joy of live sport and entertainment through drumming on a massive scale.
The campaign leads with a 60 second TV film celebrating the excitement football brings to fans and casual viewers alike. It launched on Saturday 29th May during the Champions League final, across both BT Sport and Twitter.
The film, directed by Sam Brown of Rogue Films, uses hundreds of drummers to evoke the anticipation and tension that football fans feel during a crucial penalty. As the player backs nervously away from the ball viewers can hear his heart beating in a metronomic rhythm. The camera reveals that it isn’t his heartbeat, but actually a crowd of drummers surrounding the player. The viewer then sees that drummers are filling the entire stadium, and even spilling out into the commentary box. The film then cuts to drummers in a variety of situations where fans would typically watch the game, including gathered together in a family’s living room, packed into a pub, clustered around a bus stop and across the rooftops and streets of a city. It then builds to a crescendo with unbearable tension as the player runs towards the penalty spot and, as he makes contact with the ball, the drumming track kicks back in.
Filmed in May 2021, the production included employing 190 skilled and experienced drummers. The shoot also included 200 extras and employed the use of drone filming, motion capture, body scanning, and huge team of visual effects and CGI artists working to create the epic scenes. Del Amitri drummer, Ash Soan, was responsible for arranging and composing the drummers in the shoot. His experience includes playing at the London Olympics 2012 opening ceremony and recording 29 No. 1 albums. The film was coordinated by Mike Dolbear who coordinated 1,000 drummers for the 2012 opening ceremony for the London Olympics.
The spot is set to a thumping soundtrack, Rock & Roll Queen, by The Subways.
The campaign will appear in the key European Championship matches, and across multiple cross-channel activations, including online video and social, radio, print and OOH across 2,500+ sites across the UK. The campaign includes dynamic reactive advertising which means that Ladbrokes can celebrate, commiserate, and interact with fans in real time across both its social channels and publicly on 1000’s of digital outdoor sites across the nation.
Comms Strategy: Jon Forsyth, Simon Massey, Clem Lepinard, ECD: Noel Hamilton, Creative: Lloyd Daniel, Account Director: Niall Hutchinson.
Film: Director: Sam Brown, Production Co: Rogue, Exec Producer: Amy Coomber, Producer: Harriette Wright, (download factsheet).
Print: Photographer: Paul Calver, Production Co: Making Pictures, Retouchers: Smoke + Mirrors.
Radio: Production: Factory, Sound Engineer: Josh Campbell
