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Home / RSC Anderlecht and Branded by Geronimo Tell a Princely Tale #THEPRINCEISBACK

RSC Anderlecht and Branded by Geronimo Tell a Princely Tale #THEPRINCEISBACK

THE PRINCE IS BACK … this was the headline broadcast by soccer club Anderlecht on Sunday at midday. Just four words, but they sent a chill down the spines of everyone who loves the mauves: legendary soccer player Vincent Kompany would be coming home.

A whirlwind decision for Vince the Prince, for Anderlecht, and for Branded by Geronimo, the communication partner that masterminded the viral campaign video.

The news has since gone global: after an international career spanning 13 years, Vincent Kompany would be coming home to where it all began. In effect, the defender will soon be back at the place where he started learning his craft as an eight-year old. Kompany, who has bid the English club Manchester City farewell, will not only be a player, but also the manager. This is the most passionate, and simultaneously well thought-out decision of his life, Kompany explained in an open letter on Sunday.

No strings attached
The seeds for this major decision was sown last year, when Kompany spontaneously dropped by to a training session of a rather out of sorts Anderlecht. There he – with no strings attached – offered help and advice to club owner Mark Coucke and sporting director Michael Verschueren. Fast forward to three weeks ago and those same three people secretly held a meeting to ensure that everybody was on the same page about the future of the club. A future in which Vince the Prince will play a key role as a player-manager, allowing him to make a real impact on the club he’s coming home to.

No small feat
Big news, clearly, and yet it was shrouded in utmost secrecy. Only the management teams at both ex-club Manchester City and Anderlecht had any knowledge of the deal. It was on Thursday evening, just two days before the worldwide announcement that Wim de Meyer, communication advisor to Marc Coucke, informed Branded by Geronimo of their plans for the weekend: a global launch campaign. No small feat as the creative partner only had 48 hours to mould the news into a worthy launch, complete with press release, player announcement video and a behind the news interview with Coucke and Verschueren.

Goose bumps
In just a few short hours, the rock & roll communication partner from Antwerp whipped up a creative team that worked day and night to bring this ambitious assignment to fruition. A gargantuan task carried out under a strict embargo, as only a handful of people were in the know of this most sensational transfer. At 12 o’clock sharp, the fruit of a fever-inducing few days was unwrapped, and RSC Anderlecht launched a “purple” announcement video that gave hundreds of thousands of supporters goose bumps.

In less than a day, the video was viewed 2 million times on social media, the campaign hashtag #theprinceisback was trending on Twitter and the campaign assets were being broadcast by every national news outlet. This dynamic launch campaign has set the tone for a fresh and lively Anderlecht that certainly didn’t hold back from voicing its ambition through new media. As a result, the club and Kompany can face the future with steadfast, combative determination and are already laying the foundations for the next mauve generation. Or as Kompany himself put it: Belgium’s finest.

Credit list
Client: RSCA Anderlecht
Contact: Marc Coucke, Michael Verschueren, Wim De Meyer
Agency: branded by Geronimo
Business Director: Emanuel Vanderjeugd
Creative Director: Gertjan De Smet
Production Director: Jasper Moeyaert
Creation: Gertjan De Smet, Arto Cornelis, Fries Vansevenant
Production Company: Geronimo productions
Motion Design: Arto Cornelis, Fries Vansevenant, Jurgen Leemans
Content Research: Aram Chalmet
Press Editor: Ellen Meulemans

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Digitas UK has created a high-octane sequel to the acclaimed ‘Powered By Honda’ film released in April earlier this year, to promote Honda’s return to success in Formula One in the run up to the Japanese Grand Prix.

The new animated film celebrates Honda’s endless race by showcasing some of the key moments from Mexico 1965 to the 2019 Suzuka circuit. These have been brought to life through the stories of the best laps, moments, cars and engines in a blend of anime-style animation and real F1 footage featuring Honda legends such as Richie Ginther, Ayrton Senna & Jenson Button.

The brief was to create excitement and buzz around Honda’s trip to Suzuka for its home race, the Japanese Grand Prix; and to celebrate its history, with one eye ahead to the future and to capture the message: no matter what the era or who the opponents, Honda constantly strives to be the best - every lap.

Masashi Yamamoto, Managing Director, at Honda states, “This video summarises Honda’s time in F1 and shows just why the sport is part of our company DNA. We have enjoyed some success with the two Red Bull teams this year and there’s been real enthusiasm from our fans. Let’s fight together to repay their support with a great result in Suzuka.”

The ‘Powered by Honda’ positioning - a strapline made famous following a string of racing successes for Honda in the 80s and 90s - is brought to life in this sequel film which uses the same, distinctive aesthetic, by Mainframe. This reflects both Japanese animation conventions and Honda’s own iconic colour palette of white, black and red. It marries the visceral sounds of Honda engines with a propulsive music composition, inspired by traditional Japanese Taiko drumming. Real footage, supplied by Formula One, is also interspersed throughout.

The 60” hero film launches on Tuesday 8th October in the UK on YouTube, Twitter and Instagram. A 30” film will run across Japanese TV and a 15” will play in Instagram stories. A 60” film will also be launched in China. A series of shorter 15-second videos have also been created.

The campaign highlights the partnership with Scuderia Toro Rosso and Aston Martin Red Bull Racing.

Executive Creative Director: Peter Drake
Creative Lead: Jonny Palmer
Art Director: Ryan Timms
Copywriter: Lucy Green
Strategy Director: James Whatley
Client Director: Jared Howe
Client Lead: Clementine Clough
Agency Producer: Emma Gilbert
Sound Design: Strings & Tins
Director/Production Co.: Mainframe
Producer: Philip Archer
Lead 3D editor: Jonathan May
3D artists: Duncan Tune, Marcus Fernandes, Roger Chiaw, Nick Lyons, Richard Payne, Diogo Dias

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