As Head of Production at Wannahaves / 433 I was responsible for leading the campaign development, content strategy and production for our clients.
Objective: Create a distinctive and ownable content format for JD Sports that would cut through the noise of standard football interviews, driving high engagement and strengthening brand association with top-tier football talent in a fresh, relatable way.
The Strategic Narrative: "Unlocking Personality" The strategy was to move beyond predictable press conferences and tactical questions. We built the narrative around "The Locker Room," a concept designed to unlock the authentic, lighthearted personalities of the world's best players. This format positioned JD Sports as a brand that provides unique, behind-the-curtain access to footballers as real people, not just athletes. This unified story allowed us to create an emotional bridge between the brand, the stars, and the community.
This global campaign for JD Sports was running towards the start of the Football World Cup 2022 in Qatar and features top players such as; Thiago Silva (Brazil / Chelsea), William Saliba (France / Arsenal), John Stones (England / Manchester City), Nathan Ake (Netherlands / Manchester City), Aymeric Laporte (Spain / Manchester City), Fรกbio Carvalho (Portugal / Liverpool), Daniel James (Wales / Fulham), Conor Gallagher (England / Chelsea) and Fred (Brazil / Manchester United).
Being a logistical nightmare to bring together so many top players in one room we managed to get it all shot on location in London and Manchester.
The content was running on the world's biggest football social media platform 433 and JD Sports channels on Instagram and Tik Tok and was great fun to produce and turned into a success with over 110 million impressions through Reels, Stories, Quizzes, Players' Calls to Action (CTA's) and Giveaways.
