Panini stickers have feelings too

To mark the launch of the Official Premier League 2023 Sticker Collection, Dark Horses has created a TV and digital campaign for Panini starring West Ham Captain and England midfielder, Declan Rice.

In the creative film, shot and produced by Knucklehead director duo JAK, audiences witness the Panini stickers come to life as we see the intense negotiations between two school children in their attempt to trade their duplicate stickers for new ones to add to their collections.

At the centre of this debate sits Panini ambassador Declan Rice, who goes through an emotional rollercoaster, supported by other players in the pile, brought to life through playful animation and vibrant sound design, as he chases the dream of finally being stuck into an album.

Panini – Stickers Have Feelings Too

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Agency Dark Horses/London
Production Company Knucklehead
Director JAK

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Credits

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Agency Dark Horses/London
Production Company Knucklehead
Director JAK
Editing The Quarry
Color Tag Collective Arts/UK
Producer Ore Okonedo
DP Miguel Carmenes
Production Designer Macy Trieu Dingle

Editor Meg Thorne
Colorist Mark Horrobin
Animator Agris Caurs
Sound Designer Finlay Mowat
Creative Paco Lopez Nunez
Creative Matt Adams
Creative Will Butler
Creative Director Adam Burns

Executive Creative Director Steve Howell
Head of Production Andy Walsh
Talent Declan Rice

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Adopting Panini’s classic tagline #GotGotNeed, the campaign aims to emphasise the benefits of swapping amongst friends as a way of obtaining new stickers to complete their album.

The work will launch this month on TV, social and digital channels.

Alex Nixon, Business Director at Dark Horses, said: “It was great fun working on this campaign. Every sticker collector knows that feeling of nervous anticipation that accompanies a swapping session; and we wanted to bring this to life through the lens of a sticker. Declan is perfect for this, not only is he a sticker enthusiast, but his personality lends itself incredibly well to the playful nature of the idea.”

Chris Clover, Managing Director at Panini, said: “We’re thrilled to be working with Declan Rice once again, kicking off the new year in style. With the new sticker collection we want people to experience the adventure of swapping stickers to complete their collection, which our partners Dark Horses have reflected in the creative work. We’re proud to continue to work with the agency, who reflect our values and goals as a brand.”