Ladbrokes will this weekend unveil ‘This Time We Play Together’, its new flagship HD advertising campaign for this summer’s UEFA Euro 2020 football championships.
The campaign devised by Neverland, Ladbrokes new creative advertising agency, celebrates football’s unifying return to the international stage following the pandemic which has impacted all levels of society.
Ladbrokes will kick-start its new campaign during Saturday night’s broadcast of the all-English final of UEFA Champions League played by Manchester City versus Chelsea FC on BT Sport.
Prior to the campaign’s launch, Ladbrokes plans to roll-out a series of teaser clips on Sky Sports and Twitter platforms.
Filmed in May last year, Ladbrokes noted that its new campaign featured its highest production value ever – which included employing 190 skilled drummers and over 200 extras.
The shoot saw Neverland employ the use of drone filming, motion capture, body scanning, and a huge team of visual effects and CGI artists working to create the epic scenes.
“For many, this year’s European Championships will be the first live entertainment experience they enjoy together with friends, family and other fans,” said Dominic Grounsell, Managing Director-UK Sports Brands at Ladbrokes Coral.
“This groundbreaking campaign brilliantly captures the anticipation that viewers will feel during the tournament. We cast hundreds of skilled and experienced drummers to depict the tension that fans will feel during key moments in a match and we’re very excited about how this campaign celebrates the unparalleled joy, excitement and anticipation that only live entertainment can bring.”
The initiation of the campaign has seen Ladbrokes partner with arts and entertainment industry collective #WeMakeEvents to support the sectors and its workforce return from lockdown.
Ladbrokes and #WeMakeEvents aim to light up iconic music venues across the country in red to signal the industry’s emergency. Venues include the Cavern Club in Liverpool, the Albert Hall in Llandrindod Wells, Camden’s Roundhouse, Barrowlands in Glasgow and Dreamland in Margate.
The operator has pledged a significant donation to support their campaign to help areas of live entertainment outside of sports return to their former glory.
“As the sector continues to reel from the devastating impact of COVID-19, we welcome Ladbrokes’s valuable donation to help the highly-skilled professionals, who have been out of work for over a year,” said Peter Heath, Managing Director of Professional Lighting and Sound Association (PLASA) and a #WeMakeEvents board member.
He added: “The live events supply chain has been without government support and proper guidance, so we are delighted that we will see a few specialists return to doing what they love ahead of the European Championships.”