07 Jan 2022

By: Sport Industry Group

West Ham United FC and England midfielder Declan Rice is fronting Panini’s advertising campaign to mark the launch of its 2022 Premier League Sticker Album.

Using Panini’s #GotGotNeed tagline, the campaign – created by Dark Horses and directed and produced by Pete Banks and London-based Kode Media – aims to drive excitement for the new collection amongst youngsters across the UK.

The 2022 Sticker Album cover was exclusively revealed on Panini’s social channels at the end of November, and the new spots featuring Rice have now debuted on television, YouTube and Instagram.

The campaign also features the voice of SV2, a popular YouTuber and online influencer.

“We’re very proud to welcome Declan Rice to the Panini family, and what better way to kick off our partnership than through a starring role in our campaign for this year’s sticker collection,” Chris Clover, Head of Marketing – Sport at Panini, said.

“We set out to create a category defining campaign that harnesses the emotiveness of being an avid Stickers collector, and we think Dark Horses have captured this perfectly. We can’t wait to see how the ad is received.”

Alex Nixon, Senior Account Director at Dark Horses, added, “Working on a campaign for Panini is a dream brief for the child inside so many of us, and the fact that this is now our third campaign for the brand is incredible.

“In this spot we wanted to capture the essence of how it feels to search for that one last sticker; but do so through a humorous lens, and Declan played his cameo perfectly.”