Peach
Hobby home page
liahome
Soundlounge
Electriclime gif
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

DAZN: Game.Changed.

 9 Add to collection

The new brand platform, ‘Game. Changed.’, created by dentsumcgarrybowen and employs a brave and confident tone. Building on previous work featuring DAZN’s impressive content catalogue, the new creative focuses on the ways in which the brand is innovating to liberate sports fans from the restrictions of previous technology and business models. It marks a substantial shift away from a fixture-based marketing strategy to a unified brand approach that will strengthen DAZN’s emotional connection with fans.

The first UK campaign under the new brand is a fully integrated campaign that will run across Cinema, OOH, VOD, radio, digital and social. It will also run across TV in the Republic of Ireland.

The 60 second film was created by Chris Landy and Colin Smith from dentsumcgarrybowen and directed by Donal O’Keeffe through MPC London. Narrated by Stephen Graham in the UK, and Cillian Murphy in Ireland, the film gets under the skin of everything a boxer goes through inside and outside the ring.

​​There will also be iconic OOH posters going up around the UK & Ireland, including London’s Piccadilly Lights. Like the film, these installations draw an analogy with the ways in which DAZN is smashing up the rulebook, with famous boxing talents punching their way through the building façade of Piccadilly Circus. The screens crack, before an explosion of shards reveals fighters including world champion Katie Taylor.

As DAZN is all about putting sports fans first, the campaign directly addresses them with the copy: “Your Boxing. Your Way.”

​​Dentsu’s work with DAZN includes running the integrated advertising account globally across creative, media, B2B, CRM and experiential. The creative and strategy is by dentsumcgarrybowen, and all the media is handled by dentsu X.


CCLIENT: DAZN

ADVERTISING AGENCY: dentsuMB

MEDIA AGENCY: Dentsu x

CHIEF CREATIVE OFFICER: Simon Lloyd

CREATIVE DIRECTORS: Colin Smith, Chris Landy, Joe Koprowski

CREATIVE: Kieran Rafferty

MANAGING PARTNER: Brendan Taylor

CHIEF SUBSCRIPTION OFFICEER DAZN: Ben King

HEAD OF CAMPAIGN PLANNING, DAZN: Harry Tulip

SENIOR CAMPAIGN MANAGER, DAZN: Steve Spencer

ACCOUNT DIRECTOR: Pat Nally

SENIOR ACCOUNT MANAGER: SAIRA CHAUDHARY

HEAD OF STRATEGY: Chris McKibbin

AGENCY TV PRODUCER: Fiona Plumbstead, Stuart Speechly

AGENCY CREATIVE PRODUCER: Tim Wilks & Tom Roland

PRODUCTION COMPANY: MPC London

DIRECTOR: Donal O’keeffe through MPC London

PRODUCER: James Niklasson, Chloe Ensor

POST-PRODUCTION COMPANY: MPC London

Genres: Action

Categories: Sports and Leisure

dentsumcgarrybowen London, 28 days ago