Monday, September 26, 2022

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    Premier League trading card brand kicks off new season

    Panini, the Premier League trading card and sticker brand, is playing its cards right for the start of the new football season with a TV and digital campaign.

    The zany campaign has been crafted by Dark Horses and depicts a group of school friends undertaking high-stakes negotiations for their trading card collections in the cafeteria. When one boy concludes a swap for a rare Golden Baller card, he is duly crowned as the greatest swapper of all time, aka ‘The GOAT of Swaps.’

    Promoting the Premier League 22/23 Adrenalyn XL trading card collection, the colorful campaign brings the drama of negotiation to life with bombastic sound, outrageous graphics and atmospheric lighting.

    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 in 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 among peers in a spot beautifully brought to life by JAK, which I think will capture the imagination of young potential GOATs all over the country.”

    The film was shot by JAK and produced by Knucklehead, and will run until late September.



    • Managing Director: Chris Clover

    • Product Marketing Manager: Jessica Bell

    • Marketing & Digital Media Executive: Jessica Fulford

    • Senior Special Projects Editor: Nick Clark

    Dark Horses

    • CEO: Melissa Robertson

    • ECD: Steve Howell

    • Creative Director: Adam Burns

    • Creative Director: Paco Lopez

    • Creative: Matt Adams

    • Creative: Will Butler

    • Strategy Director: Mark Lloyd

    • Producer: Andy Walsh

    • Business Director: Alex Nixon

    • Account Manager: Mike Warren


    • Production Company: Knucklehead

    • Executive Producer: Ore Okenado

    • Line Producer: Freddie Hill

    • Directors: JAK

    • Director of Photography: Stefan Yap

    • Editor: Meg Thorne @ The Quarry

    • Animation: Agris ?aurs

    • Music & Sound Design: Finlay Mowat

    • Colourist & Online : Mark Horrobin @ TAG

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