Recorded with rapper MC Zani we brought to life the manifesto for the campaign. This spot was used in broadcasts of the first game of the season. Excuse the beatboxing interludes, they weren’t in the script…
CAMPAIGN LAUNCH
HOW DO WE RE-DEFINE THE EUROPA LEAUGE?
Every tournament is the best at something. It might be pure footballing pedigree, passion or inclusion - for The Europa Leauge, we think it’s unpredictability. So, we created our entire campaign around the idea of unscripted football. This is where players and fans defy convention and anything could happen - Nothing Is Written. A content lead campaign was born that showcases the characters and stories that best represent this idea.
HERO CONTENT
4 Minute-long episodes. 5 European markets.
CREATING DURING COVID
The 2020/21 season had more than it’s fair share of challenges. But despite the restrictions of Covid, we produced 4 Minute long episodes in 5 languages with countless adapts, without ever getting on a plane. With Director David Lieb we captured content interviews via Zoom, then used archive, clever design and specially composed music to shine a light on The UEL’s “edgy and ambitious” attitudes.
Episode 1 - Adel Taarabt and Benfica
Adel Taarabt; Showman? Trickster?… Think again. This is the story of his transition from flamboyant forward to central midfield playmaker. Now at Benfica, Taarabt is capturing Europe’s attention as he reinvents himself in as a Europa League favourite. A player with edge who now has the drive for greater stardom. Over the past two seasons he has been dictating games from deep, and earning rave reviews for his performances. Is this the year Taarabt secures his legacy?
Episode 2 - Bayer Leverkusen
Bayer Leverkusen have form when it comes to producing talent with attitude for the European stage and this season is no different. Florian Wirtz. Leon Bailey. Moussa Diaby. The list goes on. Is youth the secret ingredient to their success this season? Can this young squad go all the way? We’ll have to wait and see. But, one thing’s for certain; in the UEFA Europa League, Nothing Is Written.
Episode 3 - Granada C.F.
Granada CF are making their debut in the UEFA Europa League this season and proving it won’t be their last. Under manager Diego Martínez the club are mixing youth and experience to produce results with attitude and make their mark on the competition. Finishing Group E in second place with 11 points, just a single point behind the winners PSV, can Granada go all the way in the UEL? Time will tell. But, one thing’s for certain. In the UEL, Nothing Is Written.
Episode 4 - Valentin Antov
Valentin Antov. He took the armband for the first time at just 14. Now he’s one of the youngest captains European football has ever seen. Playing for CSKA Sofia, it’s his attitude, confidence and ability that make his story great. When he leads CSKA Sofia out under the UEFA Europa League lights, he represents a team with the ambition to make history. His story shows that in the UEL Nothing Is Written.
Europa Night Hype
Alongside the hero content, we released weekly content to build hype about upcoming fixtures. This bite-sized social content was released in the build up to games and tapped into the unscripted stories that could unfold that week. This content ran as promoted ads across all UEFA social channels.
Celebrating The Unexpected
The final strand of content this season was reactive, short-form video that celebrated and highlighted the most unscripted action. We prepared a number of scenarios and templates to allow us to quickly turn around creative after a game. 8 of these pieces ran through the season.