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DAZN - Game.Changed.Embed With Credits



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.


Agency / Creative

Genres: Action

Dentsu Creative UK, 1 year ago