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This weekend, Ladbrokes will debut ‘This Time We Play Together,’ their new flagship HD advertising campaign for the UEFA Euro 2020 football championships this summer.
Neverland, Ladbrokes’ new creative advertising agency, created the campaign to commemorate football’s unifying return to the worldwide scene following the pandemic that has affected all sectors of society.
Ladbrokes will launch its new promotion during BT Sport’s broadcast of the all-English UEFA Champions League final between Manchester City and Chelsea FC on Saturday night.
Ladbrokes plans to release a series of teaser trailers on Sky Sports and Twitter before to the campaign’s premiere.
Largest production value
Ladbrokes said its latest campaign, which was shot in May of last year, had the largest production value it had ever had, with 190 experienced drummers and over 200 extras.
Neverland used drone cinematography, motion capture, body scanning, and a large crew of visual effects and CGI artists to create the spectacular moments for the shoot.
Dominic Grounsell Managing Director of Ladbrokes Coral’s UK Sports Brands said: “For many, this year’s European Championships will be the first live entertainment experience they enjoy together with friends, family and other fans.
“This ground-breaking 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.”
Ladbrokes has partnered with the arts and entertainment industry organisation #WeMakeEvents to launch the campaign in support of the industry’s and its workforce’s return from lockdown.
Highlighting industry’s emergency
To indicate the industry’s emergency, Ladbrokes and #WeMakeEvents plan to light up prominent music venues across the country in red. The Cavern Club in Liverpool, the Albert Hall in Llandrindod Wells, Camden’s Roundhouse, Glasgow’s Barrowlands, and Margate’s Dreamland are among the venues.
The operator has made a substantial commitment to its initiative to assist live entertainment venues outside of sports reclaim their previous grandeur.
Managing Director of the Professional Lighting and Sound Association (PLASA) and #WeMakeEvents board member Peter Heath remarked: “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.
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.”