McCann London brings sports pages to life for the Newspaper Marketing Agency
The Newspaper Marketing Agency (NMA) has unveiled a set of stop-frame animation films that bring to life the sports pages of the UK’s national newspapers and celebrate the strong emotional bond that sports fans have with the National newspapers.
Created by McCann London, the films encourage brands to advertise in the sports pages by emphasising the passion that readers have for newspaper sports coverage, under the strapline ‘Newspapers. Bringing Sport To Life in 2012’.
Shot using an innovative stop-frame animation technique and directed by Danny Vaia for Disqo, the films position the newspapers as a special place that readers visit both to stimulate their anticipation for sporting fixtures before they happen, and to immerse themselves in unrivalled analysis after the event.
The films use actual newspaper coverage of sporting events and feature digital devices to show how the reader experience is enhanced by the newspapers’ print and online sports journalism. They were shot in-camera, with minimal digital compositing to create a seamless sequence. A rousing voice over by Shakespearean actor Brian Cox adds to the sense of drama.
The work comprises a one minute 40 sec brand film, a 40-second cutdown, and a special Olympic themed variant. McCann London was awarded the project in June 2011 following a pitch against an undisclosed agency.
Chris Macdonald, CEO McCann Erickson, says: “The sports pages of our newspapers are unique in their depth of analysis and the debate they create. In these films, we celebrate the brilliance of the writers and editors as they bring newspaper sports coverage to life.”
Rufus Olins, the newly arrived CEO of the Newspaper Marketing Agency observed: “2012 is going to be a huge year for sport, and we wanted to remind marketers of the strong emotional involvement our readers have with the sports pages, and the opportunity for brands to connect with this passionate audience.”
