WHEN ONE IS MORE THAN THREE
The extremely popular football clubs of Barcelona, Liverpool and Chelsea have a long history and have a serious reputation. Because of this, they may be slow and selective when choosing a sponsor company. It can even be said that the sponsoring companies compete with each other for the right to start sponsoring them - in this case, the market is controlled by "sellers", not "buyers". Nevertheless, we coped with this competition in less than a year, and the new seasons of the English Premier League and the Spanish La Liga, Barcelona, Liverpool, and Chelsea began with a new sponsor - the betting company 1xBet.
The initial plan to activate sponsorship contracts assumed that we would shoot one commercial with each football club for the bookmaker. However, during our internal brainstorm, the founder of the agency, Sergey Karshkov, suggested making not three different, but one common commercial, thus creating the effect of unification, which significantly increased the positive attitude towards the 1xBet brand.
Obviously, the management of Barcelona, Liverpool, and Chelsea will agree with such a decision only if we offer a creative concept. The concept, despite the sporting rivalry, will offer something bright and creative for the audience. This is how "Money tale" appeared, the idea of which was based on the archetype of gatherings at night around a campfire under the tellings of "scary" stories — those that take you into the wonderful world of fantasy. The story was about the most important thing: about 1xBet customers and the advantages that the bookmaker offers for them. The good grandfather, the leader of the Boy Scouts, acted as the narrator, and the football players of three clubs played the role of listeners. After agreeing on the creative concept of "Money tale", the stage of video production followed.
THREE CITIES, PRE SHOOTINGS, REHEARSALS, AND THE SEARCH FOR THE MAIN CHARACTER
The production of the "Money tale" commercial was technically difficult. Football clubs are located in different cities, our team flew to London, Liverpool, and Barcelona. A limited amount of time was allocated for filming: Liverpool and Chelsea each had 40 minutes, Barcelona - 20 minutes. Under these conditions, we had no right to make mistakes, and therefore we did a lot of preparatory work before filming with the players themselves. They did pre shootings with actors who looked identical to them and rehearsed the movements of each member of the crew a lot. This helped to accurately maximize the marginal utility of each moment of filming.
For a long time, in addition to preparations for filming, it took the search for the main character — the "good grandfather", on whose game it depended whether the video would turn out to be so fascinatingly kind that it would want to be reviewed again and again. It was the actor Daniel from the UK. During the viewing of his samples (in general there were more than a hundred of them), we smiled all the time, not because it was funny to us, but because of how much kindness and warmth there was in him.