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England Star Declan Rice Helps Young Football Fan Complete Sticker Album in Panini Spot

Creative 893 Add to collection

Dark Horses teams up with Pete Banks and Kode to drive excitement for the new collection by targeting football-mad kids across the UK

England Star Declan Rice Helps Young Football Fan Complete Sticker Album in Panini Spot

Panini is launching their 2022 Premier League Sticker Album and collection by partnering with West Ham United and England men’s star, Declan Rice.

Using Panini’s classic tagline #GotGotNeed, the campaign - created by Dark Horses and directed and produced by Pete Banks and Kode - aims to drive excitement for the new collection by targeting football-mad kids across the country. 

The 2022 Sticker Album cover was exclusively revealed on Panini’s social channels at the end of November, and the 20 and 10-second spots are set to debut on TV, YouTube and Instagram on January 6th. 

The creative opens with a young football fanatic desperately hoping to find a Declan Rice sticker in his latest packet, in order to complete his album. Echoing the “got, got, need” phrase so common to anyone who has ever collected stickers, he ploughs through the pack, commenting on the stickers as he sees them; “‘Richarlison, got! Vardy, got!”’. Realising that the coveted Rice sticker isn’t in the pack, he sighs and looks up just in time to spot none other than Declan Rice himself walking past. Not missing a beat, he asks the footballer for a Rice sticker. Declan reveals his collection, made up entirely of Declan Rice stickers and one solitary Mason Mount sticker, before reluctantly handing a Rice one over to the jubilant boy. The advert ends with a VO, voiced by popular YouTuber and influencer SV2, announcing that the sticker collection and album are out now.

Alex Nixon, senior account director at Dark Horses, said: “Working on a campaign for Panini is a dream brief for the child inside so many of us, and the fact that this is now our third campaign for the brand is incredible. In this spot we wanted to capture the essence of how it feels to search for that one last sticker; but do so through a humorous lens, and Declan played his cameo perfectly.”

Chris Clover, head of marketing - sport at Panini, said: “We’re very proud to welcome Declan Rice to the Panini family, and what better way to kick off our partnership than through a starring role in our campaign for this year’s Sticker collection. We set out to create a category defining campaign that harnesses the emotiveness of being an avid Stickers collector, and we think Dark Horses have captured this perfectly. We can’t wait to see how the ad is received.”

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Head of Marketing - Sport: Chris Clover

Product Marketing Manager: Jessica Bell

Marketing & Digital Media Executive: Jessica Fulford

Senior Special Projects Editor: Nick Clark

Dark Horses

CEO: Melissa Robertson

ECD: Steve Howell

Creative Director: Adam Burns

Creative Director: Paco Lopez

Senior Creative: Charlotte Hugh

Senior Creative: Danny Pallett

Creative: Daisy Elsden

Creative: Josh Clarke

Strategy Director: Mark Lloyd

Producer: Emily Mules

Senior Account Director: Alex Nixon

Senior Account Manager: Kitty Hall

Kode Media

Director: Peter Banks

Producer: Danielle Wright

Executive Producer: Matt Fleming

Production Manager: Jamie Brewer

Directors Assistant / Production Assistant: Julian Roberts

Casting Director: Rudy Russell @Stark casting

1st AD: James Dyer

Runner: Will Akbar

DOP: Thomas Hole

Focus Puller: Kate Mollins

Clapper Loader: Rory Power

Camera Trainee: Laura Aguilera

Grip: Paul Mammone

Playback: Natasha Farrar @ RSVP

DIT: Mark Kozlowski

Gaffer: Freddie Bonfanti

Spark: Luca Rizzardi

Spark: Steve Hudson

Sound Op: Jermaine Monero

Art Director: Noam Piper

Prop Master: Paul Cutler

Props Assistant: Ben Hughes

Stylist: Terri Higgins

Styling Assistant: Pili Mateos

MUA: Mary-Jane Gotidoc

MUA Assistant: Emily Collins

Medic: Paul Mawson

Covid Supervisor: Cian Llewellyn

Editor: Akhil Kanukuntla

Colourist: Tim Smith @ Cheat

Sound Design & Mix: Martin Leitner @ Sounds Good Studio

Lucky Generals, Thu, 06 Jan 2022 09:46:11 GMT