Adidas – Hey, Jude
The wish for all of England, articulated by the traditional prayer "Football's Coming Home", which reflects the desire to end the 58-year wait for a winning trophy, appears in a number of campaigns there. These are in many cases among the best of what has been produced for the Euros this year. Including an Adidas spot by New York agency Johannes Leonardo. On the one hand, years of disappointment, on the other, hope placed in a new generation led by Jude Bellingham. And as a logical bonus, the Beatles' "Hey, Jude" strumming the emotional chord (the ad is part of Adidas' global "You Got This" campaign).
Video: Adidas – Hey Jude
Adidas – L’Italia chiamò, seee!
And once again, Adidas. The glowing street decorations in Milan, the giant jersey in Rome's Piazza di Spagna or the jersey-adorned famous pasta alley Arco Basso in Vecchia on the island of Bari. The collaboration between the Italian national team and the equipment manufacturer is visible all over the Apennine Peninsula, and not only there. On social media, the partnership was supported by what many fans at Italy matches love most of all - the singing of the Fratelli d'Italia anthem.
British Heart Foundation – England `til I Died
Agency Saatchi & Saatchi created a unique OOH campaign for the British Heart Foundation (BHF) to highlight the issue of heart disease in young people. Each of the twelve 'murals' in UK cities is dedicated to a young football fan who has died due to heart disease. "Behind each mural is a family who has lost someone close too soon," said Damion Mower, BHF brand director. The campaign has also spilled over to social media and radio..
Specsavers – Should’ve gone to Specsavers!
"Should've gone to Specsavers" - that's one of the UK's best known brand slogans. The opticians chain's in-house team translated it into the languages of all the countries playing in the tournament for a campaign during the Euros. "The translations will ensure that supporters of any team can shout in their native tongue when there is a dubious referee verdict," said marketers at Specsavers, who deployed the campaign in newspapers and outdoor.
Heineken – Armchair with fridge
Heineken is known for its beer-related gadgets and it didn't miss this opportunity during the Euros. It came to the Dutch home market with a chair equipped with a cooler so that fans wouldn't miss out on important moments of the championship when travelling to the fridge for a beer. And these aren't just any mock-ups - there's a competition for the "armchair" now. The campaign, called Orange Summer, then follows the one for the brand's 150th anniversary, and on the bottles and cans customers won't find the classic branding, just the word Biertje (beer).
Heineken – Don't cry over spilled beer
And this beer brand once again - this time for a change from the Islands. Heineken and Publicis London have teamed up there to take out an insurance policy that covers football fans if they accidentally spill their beer during the Euros. Thanks to 'HeineCare', they can ask for a refill in five pubs after a spillage. The creative thus offers a fresh take on the saying "don't cry over spilt milk". In addition, in cooperation with the Amsterdam-based brand Rainkiss, a "Pint-cho" was created to protect fans from spilled beer. The campaign uses OOH, social media and PR.
Paddy Power – Europeans' Favourite (and testing)
And another and final look at Britain. And, at least by Kantar and System1's measurements, probably the best one. Bookmaker Paddy Power has packed its spot with English stereotypes and loads of dry humour, resulting in a Kantar score of 84/100 and a position in the top 17% of campaigns from a database of hundreds of thousands, and a top score of 5.9 from System1. The ad is signed to agency BBH London and stars actor and presenter Danny Dyer.
Orange
The French operator stunned during last year's Women's World Cup with an advert in which the faces of female footballers were replaced by their famous male counterparts from the French national team to expose preconceptions about the players' football technique. The campaign won two Grand Prix at Cannes last week, so there was little anticipation as to what Orange would come up with this time. Unfortunately, he didn't step into the same river a second time and came up with a rather lacklustre spot.
The battle of the retailers
A number of retail chains are sponsoring the European Championships or individual national teams. See how they handled the football creative compared to the Czech Penny, which became the Czech national team's partner shortly before the Euros.
Biedronka (Poland)
Jumbo (Nizozemsko)
Albert Heijn (Netherlands)
Lidl (official Euro partner, multi-country campaign)
Penny (Czech Republic)
Source: mam.cz
