Calciatori Panini
An integrated campaign featuring Papu Gomez for the 2021 Panini Football Player Collection
Insight
Everything changes except for some passions
To quote the campaign claim of the 2019-2020 Panini sticker collection, that for Panini stickers is a "Passion that cannot be stopped". But how can you communicate a world made of connections, friendship, games and race to buy new stickers in 2020? The year that changed everything, including family dynamics, with many children forced to stay at home? Simple. By putting the passion for football and stickers at the core and focusing on father-son complicity, with different generations united by the 60 years of history of the world's most famous stickers.
Idea
Ball to Papu and his family
Alejandro "Papu" Gomez - the Argentinean footballer famous for his prowess on the pitch and loved by kids for his humour and friendliness - takes over from Rocco Hunt and becomes the protagonist of the new Panini multi-subject campaign together with his son Bauti and wife Linda. What we see in the ad is an immediately recognizable context, in which many families can identify themselves: boredom at home, improvised tackling and dribbling games in the living room until an inevitable damage. And the sticker book? It is a sort of deus ex machina that brings everything back to normality: the best way to experience the passion for football.
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The campaign
The only players allowed in the house
In addition to the TV commercial - planned on all Italian networks and children TV channels in different multi-subject 20" and 10" formats - the campaign was applied to print and digital, with a series of cross-channel activities and the involvement of some influencers. The added value was our strategic and creative approach that aimed at identifying a memorable and effective narrative for the brand’s two targets: children and adults. This comic take proved to be a winning choice to picture a special context in a way that was relevant, empathetic and above all consistent with Panini's tone of voice.
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