PANINI – THE GOAT OF SWAPS

Declan Rice, a goat and a completed Panini sticker album walk into a school. It sounds like the set-up to a joke, but it’s actually the premise of our 2024 Stickers campaign for Panini.

Another installment of ‘The GOAT of Swaps’ series, we see Declan and his four-legged friend bestow the resplendent  gold necklace and medallion on one young collector whose shrewd sticker swapping skills have allowed him to complete his collection, much to the amazement of his school friends.

STICKERS HAVE FEELINGS TOO

To mark the launch of the Official Premier League 2023 Sticker Collection, Panini created a TV and digital campaign starring West Ham Captain and England midfielder, Declan Rice. Sometimes there’s a sticker that you can’t seem to get rid of because everyone already has it. But how does that make the stickers feel? In this fantastical film, we witness the stickers in two swap piles come to life and react to the intense negotiations between two school kids, as they attempt to trade their duplicate stickers for new ones to add to their collections. At the centre of this debate sits Declan Rice, who goes through an emotional rollercoaster – supported by the other players in the pile – as he chases the dream of finally being stuck into an album.

PREMIER LEAGUE STICKERS 2022

To promote the launch of Panini’s Official Premier League 2022 Sticker Collection, we created a TV campaign that drove excitement for the new product by targeting football-mad kids across the country.

Featuring none other than West Ham and England minefield maestro, Declan Rice, and voiced by the popular YouTuber and influencer, SV2, the advert focuses on a young collector opening a packet in the desperate hope of uncovering the final sticker needed to complete his album – a Declan Rice sticker.

Directed by Pete Banks through Kode Media, the 20 seconds and 10 seconds versions ran across TV, YouTube & Instagram.