Concept
Panini requesting a VAR check!
Rip, stick and trade: the Panini stickers’ album is strongly connected to meaningful and suggestive gestures. But what is the most talked about gesture in football today? The request for the VAR checks! For the launch of the new 2021-2022 Panini football players collection, we focussed on two insights that are strongly connected with the product, gestures and a great novelty for the album: the introduction of horizontal stickers in this album for the first time in over 40 years. And we did that by reinterpreting in a positive way the referee’s VAR gesture, one of the most talked-about and controversial aspects in modern football today. In our TV spot, the gesture is linked to the long-awaited return of the collection to newsstands and becomes a pretext to communicate the new sticker format.
The campaign
A new catch gesture for Panini
After the campaigns with Rocco Hunt in 2019 and Papu Gomez in 2020, the agency can proudly add this new campaign to its Panini palmares - "A passion that leaves a mark".
The TV spot was produced in different multi-subject formats - 30", 20", 15" and 10" - but the campaign concept was the core of an integrated approach involving social and digital PR activities, also including Panini influencers and ambassadors. How? By transforming the famous rectangle gesture into an iconic sign, thus fuelling fans’ sense of anticipation when they wait for the new collection every year.
