PRIME VIDEO – UCL & LIGUE 1 BRANDING (2022-2023)
PRIME VIDEO – UCL & LIGUE 1 BRANDING (2022-2023)
For the UEFA Champions League campaign, Amazon was looking for an agency with a bold plan, to drive conversations and create a buzz on social media and around football.
Two years ago, we worked with their French and British teams on Roland Garros campaign, along with the Artistic Director in charge of the European market. They recommended Gédéon to pitch for the UCL campaign.
Prime Video team was intrigued by our proposal and chose us to create the global artistic direction of the overall campaign for their UEFA Champions League streaming, in Italy and Germany.
The task was significant. We were working alongside multiple agencies, creating and producing a 360° brand awareness campaign and fixture signposting guidelines. We also needed to ensure we met the requirements of both, Prime Video and UEFA.
We gave the Amazon smile a granular, graffiti effect, evocative of vibrant street art.
We created a typographic pattern, repeating the main information as a background canvas for the player imagery.
The blue color scheme placed Amazon’s traditional colors at the centre of our creation, reminding viewers of the key role the company now plays in the sports industry.
Our Awareness proposal was used for the Prime Video UCL campaign in Italy, mainly on one of the tram lines in Milan. This required a full adaptation of our key art, since we had the constraints presented by the size and the structure of the tram.
Our Awareness proposal was used for the Prime Video UCL campaign in Italy, mainly on one of the tram lines in Milan. This required a full adaptation of our key art, since we had the constraints presented by the size and the structure of the tram.
Our Awareness proposal was used for the Prime Video UCL campaign in Italy, mainly on one of the tram lines in Milan. This required a full adaptation of our key art, since we had the constraints presented by the size and the structure of the tram.
Our typographic background was used for the Awareness, but also on the FSP (Fixture Signposting) campaigns. This allowed us to keep the continuity between both actions.
We created different levels in the communication so that sometimes Prime Video could take the lead and sometimes it could give center stage to the teams. Through the use of our graphic tool kit we were able to maintain consistency and uniqueness, always using at least one of our core elements.
Even if both of our campaigns shared the same background design, we were keen to ensure that our FSP were clear and distinct from our brand awareness. That’s why we divided the posters in two, presenting the colors of the home team on the left side and, on the right, the colors of the visitor team.
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Impressed with our work on the UCL project, Prime Video asked us to work on the 2022/23 season of Ligue 1 (France). This opportunity presented new challenges, they wanted to adapt our original concept to their needs and we had a short time to do it; also, we had to conform not only with the requirements from the league but we had to mind those of Uber Eats, main sponsor of the competition.
Many aspects of our Ligue 1 campaign were in coherence with the Champions League programme; the players were similarly presented as dynamic, moving in line with the Amazon logo.
The key message for the Ligue 1 program was ‘Le foot est plus beau vu d’ici’ (Football is most beautiful seen from here). This was displayed on the background of the brand awareness campaign as a typographic pattern, reminding viewers of our aim to present the artistic beauty of the game.
« Overall, I think the greatest achievement is that we were able to create a consistent and recognizable visual language through every touch point, and there are a lot of them! The strong typographic patterns paired with Prime Video’s iconic shades of blue on top of the graffiti-like smile make for a striking visual cocktail. »
Lazare Bessière, Art Director
Our creative proposal was applied on the different aspects of the campaign, showing the adaptability of our idea, which was one of the request made by Prime Video. The guidelines provided by Gédéon let other agencies, and the Prime Video team, work in their own versions of the elements for the campaign.
“At Gédéon we always think concept and design in a 360° approach. That means that, at the very beginning of the creation, we imagine the graphic answer on very different kinds of assets: print, video, big and small formats, etc. In this specific case we had to imagine this design for billboards, animated pack-shots, and also very specific assets such as customizing the creation for an entire tramline in Marseille. For this, we chose to emphasize the dynamism of the players, lending a sense of action that is supported by the movement of the tram.”
Emmanuelle Lacaze, Producer.
“At Gédéon we always think concept and design in a 360° approach. That means that, at the very beginning of the creation, we imagine the graphic answer on very different kinds of assets: print, video, big and small formats, etc. In this specific case we had to imagine this design for billboards, animated pack-shots, and also very specific assets such as customizing the creation for an entire tramline in Marseille. For this, we chose to emphasize the dynamism of the players, lending a sense of action that is supported by the movement of the tram.”
Emmanuelle Lacaze, Producer.
“At Gédéon we always think concept and design in a 360° approach. That means that, at the very beginning of the creation, we imagine the graphic answer on very different kinds of assets: print, video, big and small formats, etc. In this specific case we had to imagine this design for billboards, animated pack-shots, and also very specific assets such as customizing the creation for an entire tramline in Marseille. For this, we chose to emphasize the dynamism of the players, lending a sense of action that is supported by the movement of the tram.”
Emmanuelle Lacaze, Producer.
“At Gédéon we always think concept and design in a 360° approach. That means that, at the very beginning of the creation, we imagine the graphic answer on very different kinds of assets: print, video, big and small formats, etc. In this specific case we had to imagine this design for billboards, animated pack-shots, and also very specific assets such as customizing the creation for an entire tramline in Marseille. For this, we chose to emphasize the dynamism of the players, lending a sense of action that is supported by the movement of the tram.”
Emmanuelle Lacaze, Producer.
“At Gédéon we always think concept and design in a 360° approach. That means that, at the very beginning of the creation, we imagine the graphic answer on very different kinds of assets: print, video, big and small formats, etc. In this specific case we had to imagine this design for billboards, animated pack-shots, and also very specific assets such as customizing the creation for an entire tramline in Marseille. For this, we chose to emphasize the dynamism of the players, lending a sense of action that is supported by the movement of the tram.”
Emmanuelle Lacaze, Producer.
“At Gédéon we always think concept and design in a 360° approach. That means that, at the very beginning of the creation, we imagine the graphic answer on very different kinds of assets: print, video, big and small formats, etc. In this specific case we had to imagine this design for billboards, animated pack-shots, and also very specific assets such as customizing the creation for an entire tramline in Marseille. For this, we chose to emphasize the dynamism of the players, lending a sense of action that is supported by the movement of the tram.”
Emmanuelle Lacaze, Producer.
In 2023 we were contacted by the Prime Video team to refresh our design for the Milan tram, but also, to create a new one for the Naples tram.
In 2023 we were contacted by the Prime Video team to refresh our design for the Milan tram, but also, to create a new one for the Naples tram.
In 2023 we were contacted by the Prime Video team to refresh our design for the Milan tram, but also, to create a new one for the Naples tram.
In 2023 we were contacted by the Prime Video team to refresh our design for the Milan tram, but also, to create a new one for the Naples tram.
In 2023 we were contacted by the Prime Video team to refresh our design for the Milan tram, but also, to create a new one for the Naples tram.
ART DIRECTOR
Lazare Bessière
MOTION DESIGNER
Baptiste Chomiol
PRODUCERS
Emmanuelle Lacaze & Karem Pirela
GRAPHIC DESIGNERS
Nicolas Fontal
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