Crafting Dreams
New season, same kick-off rituals we know and love, but new. A truth-packed campaign for DAZN to pay homage to the holy traditions of Serie A passion in the life of a fan
→ Personally supervised and executed on Creative Strategy → Made in Dentsu Creative (locally-driven, globally-managed alongside Dentsu Creative UK), apr-aug 2022 → Ran on TVC + OLV + Social Ads + Digital Display Ads
Three years into their Italian market positioning, DAZN has definitely tackled into the fans' routines and shaken up their viewing experience, for better and for worse.
It needed a new beginning, a fresh start with fans-turned-customers, to show them it understands the intimate habits of football fans inside out.
Strategy here leveraged a "same but new" concept, deeply rooted in Serie A fans' relation with their passion. All the rituals, gestures, and emotions they love to replicate and renew at season kick-off testify for their untamable passion, one connecting their lifetime memories of Serie A to the next ones they are about to forge, alongside DAZN.
We dug deep to find as many insightful "Serie A fan" traditions possible and turned them into creative with a cheerful, earnest, passionate portrait of Serie A kick-off, "in the life of a fan" - approaching sports from fans' perspective has been a long-running brand theme since debut.
Including well-known voices and faces who've lived and breathed football alongside them, DAZN anticipated fans with an even richer content offering, consistently tailored to seamlessly integrate into their lives with a modern, down-to-earth approach to live football. Anywhere you want it, whenever you want it. The same Serie A we know and love, but new.
