If you’re a real football fan, it has to be watched live. That snippet of truth ignited a whole Anomaly Amsterdam campaign for Fox Sports.
And that campaign would have passed by in the stream of new campaigns based on simple truths but for one thing: real sport fans.
Anomaly’s campaign shows real fans watching real games. It lets the contagion of sport passion do the work of selling the proposition.
Partner and global executive creative director, Richard Mulder, explained, “ Rather than hire actors to recreate these emotions, we cast real fans and filmed them in their homes watching their teams play live. This gave us footage that would be impossible to fake. Director, Victor D. Ponten, brought a cinematic touch to this documentary approach, giving the campaign a tone that is at once epic and intimate.”
Cleverly, because getting shares is important to any campaign these days, a number of Dutch local legends were filmed in the ads. There’s John van Zweden, a true Ado Den Haag supporter and part-owner of Premier League club Swansea City. And there’s Dries Jans, former PEC Zwolle player and father to current PEC coach, Ron Jans, for starters.
Marketing director FOX Sports, Jan Bonjer commented, “Anomaly did an outstanding job at capturing the tension, excitement, joy and pain that fans experience while watching a live football match. Their world class brand and football experience has helped us create an authentic and insightful campaign made by fans, for fans.”
The campaign consists of a 60 second TVC, 5 x 30 second TVCs, print, digital and radio.
Creative credits:
Agency: Anomaly Amsterdam
Partner & global executive creative director: Richard Mulder
Creative director: Zack McDonald
Creative: Daan van Dam
Head of Production: Ezra Xenos
Production company: Habbekrats Amsterdam
Director: Victor D. Ponten
Executive producers: Julius Ponten & Philip Harthoorn
Line Producer: Frank Coenen
DOPs: Gábor Deák & Lennart Verstegen
Editor: Govert Janse
Music: Sizzer Amsterdam
Post production: Captcha!
Colourist: Barry Clarke
Print retoucher: Titus Cliff
