The Lovie Awards is the premier honour celebrating the best of the European Internet community, and we are delighted to have been awarded Best Entertainment and Sport Video (Branded Entertainment) in the 9th Annual Lovie Awards.
Category: Internet Video, Entertainment & Sport (Branded Entertainment)
Award: Etihad – Freestyle World Tour
Manchester City FC and Etihad Airways needed content that celebrated the ten year anniversary of their commercial relationship and personified their shared values of excellence and global citizenship. The content also needed to be deliverable in multiple outputs throughout the football season.
Our challenge was to create content that centred around Manchester City and Etihad’s seemingly disparate businesses in an exciting and engaging way.
Freestyle football became the best way to take football out of the stadium and around the world, with a premium aesthetic achieved by incorporating stunning Etihad Airways destinations into expertly designed freestyle football challenges.
We tied in the Manchester City players by allowing them to design each freestyle trial at the beginning of each episode. We also created additional ‘destination guides’, which were individual pieces of content showcasing each episode destination. For each destination guide, the Etihad Airways cabin crew presented the location, explaining what made it so special.
Read more about our process and results here.