Panini Crowns the G.O.A.T of Swaps in Campaign by Dark Horses

Panini is launching its official Premier League 22/23 Adrenalyn XL trading cards collection in a new TV and digital campaign by Dark Horses, in line with the start of the new Premier League season kicking off.

There’s no better feeling than knowing you’ve just made a brilliant trade, and Panini has brought this moment to life in a new campaign that captures the thrill of swapping in a bid to improve your collection and attain the very best cards.

The film - set in a bright and bustling school cafeteria, and focusing on a group of friends more interested in comparing trading card collections than eating their lunch - sees one young boy complete an awesome swap for a much coveted Golden Baller; securing his status as the greatest swapper of all time a.k.a ‘The G.O.A.T of swaps’.

The colourful spot is dramatised through animated overlays and exaggerated sound design that helps convey the excitement of concluding such an adrenaline pumping moment. 

The work was shot by Director duo JAK and produced by production company Knucklehead. 

The campaign will run until late September. 

Chris Clover, managing director at Panini said: “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. The campaign captures the joy of swapping and sharing amongst friends to celebrate a new season of football.”

Adam Burns, creative director at Dark Horses said: “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.”