Client: Samsung UK
Agency: BBH Sport
Jack Whitehall. British funny man, lad and the unlikely face of a new kind of sports sponsorship:
"Sports sponsorship too often takes itself too seriously. It should be fun."
We couldn't agree more. Sports sponsorship mostly is about activating your rights as a sponsor and demonstrating a basic ROI. The work more often than not features booming crowds, heroic footballers and that perennial heartbeat sound. It's all too, well, serious. It attempts to replicate the powerful emotions felt on the field of play, but in doing so, it serves up a cliched and far less joyous and unrealistic version of it.
We set our ambitions higher. We wanted to establish a sponsorship platform that genuinely created love for the Samsung brand, and in turn drove brand growth.