Panini launches Dark Horses-created campaign ahead of new season

04 Sep 2020

By: Sport Industry Group

Trading cards brand Panini has launched its official Premier League Adrenalyn XL product ahead of the new football season.

A new campaign created by sports creative agency Dark Horses - who won the project back in May - showcases the ‘timeless anticipation and excitement’ that card collectors feel when they open a new pack of Panini cards.

Using animation and meme style graphics interlaced with footage of some of the Premier League’s biggest stars, the TV work dramatizes collectors’ reactions as they discover their cards with an emphasis on three of the rarest cards - Golden Baller, Elite and Invincible. 

The ads are voiced by Panini brand ambassador and popular YouTuber SV2, who also makes a cameo appearance. 

“Panini is one of those incredible brands that immediately stirs the memory bank full of childhood glee,” said Steve Howell, Creative Partner at Dark Horses.

“Every new season is a chance for a new generation to experience the pleasure of ripping open a pack and finding a shiny or their favourite player for the first time. This exuberance is exactly what we wanted to bring to life for the launch of the new Panini Adrenalyn XL cards.”

Chris Clover, the Head of Marketing, Sport at Panini added: “We set out to do something really different and exciting in the UK and Ireland with our Premier League Adrenalyn XL trading card collection this year. We are absolutely delighted with how the creative has come out and can’t wait to share it with the world. We knew partnering with the team at Dark Horses would allow us to really move the brand forward, and so it has proved.”

The six-week campaign is supported by a 30-second online edit, as well four TV spots, three of which will hero one of the special card types (Golden Baller, Elite, or Invincible) and will run in equal rotation.