Nothing is more vital than authenticity. If you have the opportunity to use it in your communication you should take the chance. That’s what we wanted to do with these Unibet Brand films.
We put a lot of work into clarifying to ourselves internally what authenticity means; what it is, and what it is not. The challenge with Unibet brand films was to tell an authentic story with a clear message, without losing the magic in between the takes.
The concept idea for the Unibet brand was to show some of the most dedicated soccer supporters in Sweden, with hearts beating for their favorite teams in various European soccer leagues. As authentic and honest as possible, we wanted to portray the people living in Vårgårda or Gävle in Sweden but have their hearts in Milan or London, supporting a team or devoting their lives to paying tribute to one significant football player.
With a tonality that is imbued with authenticity and genuine feelings, we wanted to come close to the supporters’ lives around the game and show their particular ways of living: their traditions with the sport, how they enjoy a game and how they express themselves as a supporter. We visit them in their homes or where they are just before a match. With a dramaturgical template, we build recognition in various formats and detailed reportages.
Whilst the supporters are the main characters of the movies, the viewer experiences everything through the eyes of retired football player Glenn Hysén. His reactions to the different situations presented in the films help the viewer to empathize with and feel the same passion as the fans. The magic of supporting sports in its most authentic way.