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Standard Chartered: A Liverpool Story: Standard Chartered and Liverpool Football Club by TBWA

Agency: TBWA
Date: Mar 2020
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Standard Chartered has launched a campaign to celebrate a decade of its partnership with Liverpool Football Club (LFC).

The campaign, TBWA/Singapore, features a soundtrack recorded by music producer and singer Astraea, with a unique rendition of LFC famous anthem ‘You'll Never Walk Alone’.

According to director Rollo Jackson, the campaign’s film pays homage to LFC‘s 700 million fans worldwide, capturing the feeling of hope, disappointment and euphoria Liverpool fans the world over has experienced.

The film was shot in Liverpool and features local Liverpudlians, as well as capturing recognisable sights and sounds in and around the city, from the LFC player Trent Alexander-Arnold’s mural to the roar of Anfield stadium.

“Liverpool is arguably the most decorated club in English football history, and we are so proud to have stood by as a partner these past ten years. This film marks an important milestone in a journey that reflects our commitment of being ‘Here for good’ and standing by the Club through thick and thin,” said Emma Sheller, the global head of brand and marketing at Standard Chartered.

“Our relationship goes above and beyond sponsorship – it is a shared connection based on values and heritage that has enabled us to create unique, purposeful moments for clients, communities and supporters across the world.”

Standard Chartered has been the main sponsor of Liverpool F.C. since 2010 and will extend to the end of the 2022-2023 season, making it the second-longest sponsorship deal in LFC history.

The bank announced the launch of Stand Red in 2018 as it renewed the partnership for another four years, as a call to unite global LFC fans in support of the Club, creating the #StandRed movement.


Brand: Standard Chartered Emma Sheller – Global Head, Brand & Marketing

Caroline Darcy – Global Head, Sponsorship & Events

Louise Cullen – Project Lead, Brand Refresh

Miguel Betrisey – Head, Sponsorships

Marc Davies – Senior Manager, Sponsorships

Production: SixToes

Executive Producers: Haydn Evans & Ryan Shanholtzer

SOMESUCH Director - Rollo Jackson

Executive Producer - Scott O’Donnell

Producer - Tom Gardner

Production Manager - Maddy Perkins

Cinematographer - Bobby Shore

Production Designer - Sami Khan

Costume Stylist - Verity May Lane

Casting Director - Martin Gibbins

Liverpool Service Production Sugarfree

TV Editorial: The Whitehouse Editor - Ryan Boucher

Post Production: Time Based Arts

Colourist - Simone Grattarola

Sound Designer - Peter Duffy

Sound Mix - Factory Studios Singapore

Sound Mix – Song Zu

Head of Sound Design - Damian Waddell

Executive Producer - Donny Pereira

Singapore Post Production - Heckler

Executive Producer: Richard Mayo-Smith

Flame Artists: Pedro Santos, Sacha Schmidt

Music Supervision - Arnold Hattingh & Harley Beckmann-Hawksley @ Theodore / Wake The Town.

Artist: Astraea Publisher: Peer Music / Concord Music Publishing Label: MFMI

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