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Sky Bet fuels football fever with first-ever 3D creative at Wembley Boxpark
Sky Bet welcomed fans arriving to the English Football League (EFL) Play-Off finals at Wembley Stadium with a reactive, dynamic 3D creative spread across Wembley Boxpark – becoming the first brand to bring 3D advertising to the site.
The creative reflected the match day result in real time, changing to depict the winning teams’ logo and colours as soon as the final whistle blew to provide a bespoke backdrop to the celebrations of the fans pouring out of the stadium.
Culminating at Wembley Stadium, the Sky Bet Out of Home campaign followed fans throughout their journey to the final, creating an extensive and impactful matchday experience.
Starting from the teams’ hometowns, the creatives saw the fans off and welcomed them as they arrived at key train and underground stations in London. Fans driving to Wembley could also spot roadside adverts along their routes and at service stations, where club coach trips were likely to stop.
Also, the winning team’s supporters enjoyed celebratory creatives that appeared in their hometown post-match.
The hero site at Wembley Boxpark, which thousands of fans pass before and after games, is at the heart of the activity, living and breathing the match day experience.
The creative reflected pre-game excitement, enabling supporters of both teams to tap into the matchday spirit once the match finished, to enhance the euphoria and give fans a great send-off.
The campaign celebrates ten years of Sky Bet’s EFL sponsorship and is its first 3D activation. The high-impact media plan was booked by EssenceMediacom, Sky Bet’s new media agency. EssenceMediacom played a key role in bringing the campaign to the fans, using its expertise to identify and secure the best sites to target along the fan journey, and working closely with the production team to help ensure testing of the creatives and organising content capture.
Leigh Peacock-Goodwin, Head of Brand and Sponsorship at Sky Bet, said about the campaign: “This high-impact creative is an exciting milestone in our ten-year sponsorship of the EFL. We’re proud to be the first to bring a 3D OOH experience to Boxpark and add a finishing touch to, what is already, an incredible matchday experience for football fans. By offering this reactive real-time creative, we’re able to share those moments that really matter to our audiences, and position ourselves as a brand that understands what football is all about.”
Hannah Cooper, OOH Director, EssenceMediacom, commented: “Getting Sky Bet to the heart of the action was integral to the media plan, and Boxpark is the perfect spot to unveil the eye-catching 3D creative which brings the whole OOH campaign together. As the first brand to leverage the possibilities of 3D at this site, Sky Bet is re-inventing what the visual match day experience looks like, and we are excited to help drive these breakthroughs for our clients.”
Mike Smith, CEO at OPEN Media, said: “In what’s been a campaign of firsts, we are delighted to have worked in partnership with Sky Bet to celebrate the milestone 10 year partnership between Sky Bet and the EFL. As OPEN Media’s first ever 3D Perspective campaign to be activated on our Wembley Boxpark site, the campaign further exemplifies our shared commitment to delivering media innovation, while strengthening our association with prominent sporting events and cultural moments”
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Kaizen Foundation joins forces with Friends of the Earth Malta
The Kaizen Foundation has announced today a three-year partnership with Friends of the Earth Malta (FoEM). FoEM is part of Friends of the Earth, the world’s largest grassroots environmental network with a presence in 74 countries. This collaboration will support FoEM’s efforts to create a hub for environmental education at Il-Forn ta’ Kemmuna, a long-term project that aims to highlight the ecological and historical significance of Comino island. The project’s aim is to restore the historic bakery that once sustained the small farming community living on Comino decades ago. The building will be transformed into a zero-impact facility that educates visitors about the island’s unique ecology.
Panos Konstantopoulos, President of the Kaizen Foundation, commented: “This new partnership with Friends of the Earth Malta aligns perfectly with our mission to support long-term, impactful initiatives that improve quality of life. The environment is one of the core pillars of our Foundation and this project on Comino island promotes both environmental awareness and conservation. Aiming to serve as a force for positive change on a global scale, we are delighted that this partnership launches the Kaizen Foundation’s activities in Malta, following projects in Greece, Romania, and Germany. Cooperating with NGOs like FoEM, as well as with local communities is key for bringing about meaningful change and expanding the impact of our support.”
Il-Forn ta’ Kemmuna was conceptualised by FoEM’s director, Martin Galea De Giovanni, who came across the bakery as a young adult, while camping with friends. Watching the building fall into neglect, he conceived the idea of turning it into a centre for education about Comino’s natural beauty and historical significance. Comino (Kemmuna in Maltese), a small island in the Maltese archipelago, is home to a wealth of endemic flora and fauna and has been designated as a Natura 2000 site, the highest form of environmental protection in the European Union.
The bakery, located near Santa Maria Bay and surrounded by unspoiled nature (16,400m²), will operate with zero emissions, incorporating renewable energy, rainwater harvesting, wastewater treatment, and waste management systems, thus serving as a model for sustainable development. Il-Forn ta’ Kemmuna will host a programme of events designed to connect visitors and communities with the natural landscape of Comino. Activities shall include walks in nature, beekeeping and permaculture workshops, while also celebrating Maltese heritage through traditional bread-making. The restoration will also focus on preserving the bakery’s historic oven, one of the few remaining traditional ovens in Malta. Initial restoration work on the building began in 2024.
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