W+K Amsterdam Speak Sport For ESPN

ESPN’s campaign for the new football season shows that wherever you go, sport is a shared language. The campaign, called ‘We Speak Your Sport,’ promotes ESPN’s range of content through the eyes of a fan. At the heart of the idea is a shared love of sport that puts ESPN in their world.

 

The creative centres around well-known sport phrases that seem innocent or comedic to the uninitiated, but that convey true sports meaning to sports fans. ‘We Speak Your Sport’ is all about a shared knowledge, a shared joke, and a shared love of sport. The average commentator or the boys down the pub use a different and exclusive language. The campaign focuses on using phrases such as: Giant Killer, Knockout, Fox in a Box, Sin Bin, Hit The Woodwork and Hat-Trick.

 

The campaign will run in TV, Press, Online and Outdoor across August and September, additionally across Sky Sports aiming to reach of over two million people. The campaign was devised for ESPN by Associate Marketing Director Alex Lowe, and by Wieden + Kennedy Amsterdam Executive Creative Directors Mark Bernath and Eric Quennoy.

 

 

The agency will also be running in Outdoor across London with a range of large format roadside and underground sites. Our national press campaign includes The Sun, Mirror, Star, Mail, Express, Times and Telegraph for the opening weekend of the season.

 

As for the online execution, they will be running VOD activity across Sky, Youtube and Base79 plus display activity across Sky Sports, TalkSport and the Perform and Sports Syndicator premium networks. Additionally, the campaign runs on ESPN Goals, ESPN’s popular app which delivers, free, all goals of every Barclays Premier League match.

 

 

This is the latest in many such efforts from ESPN. For example, for last season’s FA Cup, ESPN launched a campaign centred on its ‘Cup of Dreams’ marketing positioning which plays on the notion of non-league teams dreaming of ‘killing a giant’; or of strikers dreaming of scoring in the final. Creative included a scene with an adult fan dreaming of the FA Cup while making a snowman and inadvertedly creating a snow-FA Cup instead.

 

For the start of last season ESPN’s new brand campaign in the UK, was called The Gift. It recognised and celebrated sport fans’ sixth sense – their ‘Gift’ – the ability to read a game, see things before they happen, anticipate sporting action.

 

 

ESPN

Associate Marketing Director: Alex Lowe

Senior Marketing Manager: Rachel Woodward

Marketing Executive : Nick Smith

 

 

WIEDEN+KENNEDY AMSTERDAM

Executive Creative Director : Mark Bernath & Eric Quennoy

Creative Directors: Pierre Janneau and Mike Farr

Art Director: Sanne van Hecke            

Head of Production: Erik Verheijen

Agency Producer: Ross Plummer 

Associate Producer: Benoit Ducheim

Planner: Ben Armistead

Group Account Director: Andy Kay            

Account Lead: Dan Colgan

Studio Artist: Sebastiaan Laurentius

Project Manager: Pam Prior

Business Affairs: Michael Graves

 

FILM PRODUCTION

 

PRODUCTION COMPANY: Radical Media

Director: Rosey

Director of Photography: Sebastian Pfaffenbichler

Producer: Seth Wilson

Executive Producer: Jodie Brooks

 

SERVICE PRODUCTION COMPANY: Radioaktive Film, Kiev

Executive Producer: Darko Skulsky

Producer:  Sasha Bevko

 

EDITING COMPANY: The Ambassadors

Editor: Gareth McEwen

 

AUDIO POST : The Ambassadors

Sound Designer/Mixer: Rens Pluijm

 

MUSIC

Artist / Title: Nick Waterhouse / Time’s All Gone

 

POST PRODUCTION: The Ambassadors

Flame: Halbo van de Klaauw/ Jeroen van Berkel

Telecine: Brian Krijgsman

Producer: Thijs Klaassen

 

PRINT PRODUCTION

 

Photographer: Maksimenko

Agent : Belka Strelka

 

PRINT PRODUCTION COMPANY: Wieden+Kennedy Amsterdam

Retoucher: Dario Fusnecher