A Look back at the Creative Content Award

09 Sep 2021

By: Sport Industry Group

The ECB took home the Creative Content Award in association with Shutterstock at the Sport Industry Awards 2021, in what was one of the most hotly-contested categories of the year.

This year’s Judging Period incorporated one of the most tumultuous periods in our industry’s history, but the nature of the pandemic ensured that both entertaining sports fans and staying engaged with them were key goals for digital teams across the world.

Despite the cancellation of events as well as widespread uncertainty caused by lockdown, sport was still able to tap into its recognisable stars and its ready-made fan bases cultivated over years in order to engage with fans.

“What excited me about the shortlist is the level of creativity across the board,” said Michael O’Reilly, Director, Agency Partnerships EMEA, Shutterstock.

“The campaigns were so different from each other, and the fact that each idea was so fresh - with so many concepts that I personally hadn’t seen before - made the shortlist extremely exciting and wholly inspiring.

“I loved that there was a lot of variety in the category, but I think a trend I noticed was intimate access to very high profile sporting stars.

“This level of access is extremely engaging, especially when we're seeing a different side to the stars we think we know so well. 

“I'm personally a sucker for this kind of content, I'll be glued to any documentary on any high level sport that has that degree of access, so to see that being used so creatively from a brand perspective was great!”

Take a look at all of the shortlisted entries below:

adidas - Rent-A-Pred

BT - Unlimited Subs

EA SPORTS - There's Only One King

ECB - The Wait

Facebook - Wingmen

Team GB - Love Stories

The R&A - The Open For The Ages