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Washington Nationals – Thunderstruck Ad

For the third consecutive year, EP*Vision‘s Maryam Parwana East Pleasant Directors David Weinstein and Stash Slionski have teamed up with the Washington Nationals and their branding agency 40/40 on the team’s season advertising campaign and in-stadium display content.

This year’s entry is a thematic continuation of the past two campaigns, with a duo of high-intensity spots featuring action footage blended with studio footage of star players. Bold and defiant narratives – a hallmark of the team’s distinctive “Natitude” – pepper the spots, most powerfully in shorter ads focused on star players Bryce Harper and Stephen Strasburg.

“Going into the initial campaign with the Nationals in 2011, we knew that they were working on a three-year cycle and that they wanted a modular approach so that 2011, ‘12 and ‘13’s campaign would all work with each other seamlessly,” notes Weinstein. “The 2013 look worked fluidly with the Phantom campaign we shot in 2012 and the team was able to use all the assets in a cohesive package.”

East Pleasant has worked with 40/40 since 2007, when the two entities teamed up on a series of projects with NFL PLAYERS, the marketing arm of the NFLPA. The transition to working with the Nationals and COO Andy Feffer proved seamless. “There was a comfort level already established and we really knew what we could expect from 40/40 creatively and vice versa,” explains Weinstein. “No matter the shoot, there has to be a narrative to it, with great storytelling and great visuals, and 40/40 principal John Trotter understands that as well as anyone.”

Weinstein & Slionski’s extensive sports experience has given them a special skill set in working with athletes. “The first thing you have to realize with athletes is that they take direction better than anyone – most of them have been playing organized sports on a high level their entire lives, so they’re used to a regimented schedule and people telling them what to do all day, every day,” says Weinstein. “When they get on set with us, we just make them feel at home, play some music they like, and try not to take ourselves too seriously. Their job is stressful enough, so we just mess around and make it feel like a clubhouse.”

EP*Vision CD Maryam Parwana led post work on the campaign, recreating the fluid production pipeline from client to post that has contributed to the success of so many past campaigns.

Client: Washington Nationals
Advertising Agency: 40/40
Production Company: East Pleasant
Director: David Weinstein & Stash Slionski
EP: Michelle Cuccuini Hicks
Director of Photography: Stash Slionski
Editorial: Pleasant Post
Editor: Chris Fiore/Parallel Universe
Producer: Taylor Colbert
Color Grading: Pleasant Post
Post/Effects: EP*Vision
CD: Maryam Parwana
Producer: Niabi Caldwell
Sound Design & Mix: Big Yellow Duck

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Rooney, Crouch and Benitez Star in Digital Campaign to Promote New Premier League Primary Stars Resources

Wayne Rooney, Peter Crouch and Rafa Benitez are among the stars taking part in the Premier League’s new marketing campaign ‘Best Lesson Ever’ to promote its Premier League Primary Stars education programme.

The Premier League has today launched its latest marketing campaign to promote its primary school education programme, Premier League Primary Stars. Since launching, Premier League Primary Stars has already engaged 15,000 schools in its first year, exceeding the original target of reaching 10,000 schools in three years.

The Premier League is now extending Premier League Primary Stars to include football-themed educational activities to use at home, as well as an interactive online game featuring players from every Premier League club. This will complement the existing teaching resources which use football to inspire primary school children in maths, English, PE and PSHE.

A star-studded Premier League cast feature in the ‘Best Lesson Ever’ campaign, which comprises of three videos featuring footballers from Everton FC, Newcastle United FC and Stoke City FC surprising local primary school children in Maths, English and PE lessons.

In the first of the three films, Everton’s Wayne Rooney, Theo Walcott and Davy Klaassen surprise a group of primary school children by delivering a maths lesson they will never forget. Subsequent films show Stoke City’s Peter Crouch taking on the role of a PE teacher and performing the robot in a lesson with a difference and Newcastle United’s Rafa Benitez, Ayoze Perez, Massadio Haidara, Florian Lejeune, Christian Atsu and Javier Manquillo making spelling more exciting by bringing a Premier League touch to an English lesson.

The new Premier League Primary Stars campaign will build upon the League’s previous successful integrated marketing campaigns that ran across TV, cinema, radio, digital and social media during Spring and Autumn 2017.

The aim of the latest campaign is to drive deeper levels of engagement and build advocacy among parents and teachers, resulting in media spend being focussed on YouTube, Facebook and Instagram alongside Digital Display, Skins and Search. Media partnerships with Bauer Media’s commercial radio stations - including Magic Radio and Bauer’s regional network - and leading parenting blogger network Mumsnet will be used to drive further engagement.

The ‘Best Lesson Ever’ videos have been directed by Jo Tanner with the campaign produced by advertising agency Y&R London.

Media planning and buying was managed by Wavemaker.

Richard Masters, Managing Director at the Premier League, said: “We are proud of the impact Premier League Primary Stars has had during its first year and this campaign highlights the positive role our clubs and their players have in inspiring children to learn.

“We hope this campaign will engage parents as well as teachers and result in more primary schoolchildren benefitting from the programme.”

“The Premier League is renowned internationally for its entertainment and drama,” said Jim Bolton, Deputy ECD of Y&R London, “but we wanted to shine a spotlight on the work they do away from the pitch, how they are using the power of the Premier League to inspire a generation of primary school children.”

Inspire your children to learn. Visit www.plprimarystars.com for free educational resources and games.

About Premier League Primary Stars
Premier League Primary Stars is a national primary school programme that uses the appeal of the Premier League and professional football clubs to inspire children to learn, be active and develop important life skills. Clubs provide in-school support to teachers, delivering educational sessions to schools in their communities. Free teaching materials ensure the rounded programme, which covers everything from PE and maths to resilience and teamwork, is available to every primary school in England & Wales.

The Premier League currently funds 101 Premier League, English Football League and National League clubs in England and Wales to provide in-school support for teachers.

For more information or to register, visit: www.plprimarystars.com.


Client: Premier League
Head of Marketing: Craig Edmondson

Agency: Y&R London
Chief Creative Officer: Jon Burley
Creative Director: Jim Bolton
Creatives: Sophie Taylor & Joyce Kremer
Business Director: Ben Van der Gucht
Account Manager: Amun Grewal
Strategy Director: Ross Cameron
Strategist: Josh Taylor-Dadds
Producer: Charlotte Jude
Assistant Producer: Elena Di Maria
Designers: Chris Willis & Aaron Moss

Production Company: Y&R Productions
Director: Jo Tanner
Director of Photography: Federico Alfonzo
Producer: Karen Durham

Editing house: Hogarth
Editor & online artist: Tony Whetnall

Sound design:
Lead sound: David Lazaro

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