Standard Chartered has launched a campaign to celebrate a decade of its partnership with Liverpool Football Club (LFC).
The campaign by TBWA/Singapore features a soundtrack recorded by music producer and singer Astraea, with a unique rendition of LFC's 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.
It previously used smart technology like voice modulation, artificial imagery (AI) and computer-generated imagery (CGI) to celebrate what would have been legendary Liverpool football club manager Bob Paisley’s 100th birthday in 2019.