Background

Situation: Standard Chartered has been Liverpool FC’s main partner for 10 years, through thick and thin. Brief: To exemplify Standard Chartered’s Here for Good motto by celebrating being Liverpool FC’s main partner for 10 full years. Objectives: Showcase Standard Chartered’s commitment to the partnership with Liverpool FC and at the same time reach out to the club's over 700 million loyal fans around the world.

Describe the creative idea

To commemorate the bank’s 10 years partnership with Liverpool Football Club, we wrote a love song to the club’s over 700 million loyal fans around the world. And when you think of Liverpool FC, only one song comes to mind.
 “You’ll Never Walk Alone” – a show tune from the 1945 Rodgers and Hammerstein musical Carousel is so synonymous with the club and over the years, it has become a tradition for fans to sing right before the start of every match. A tune proudly expelled from the lungs of every supporter in the stands to the players on the pitch. Instead of creating something new, we commissioned a bespoke cover by emerging artist Astræa. We knew the vocal needed to be sung by a female voice, especially since the film itself is centred around a young woman, and keeping the music delicate and dynamic to drive the odyssey.

Describe the strategy

For true fans of Liverpool FC, the last 10 years have had all the hallmarks of a great drama: a rotating ensemble of unforgettable characters; nail-biting suspense; sudden, unexpected plot twists. Tragedy. Comedy. Conflict. Harmony. Much of it playing out on a revered stage: the pitch at Anfield Stadium. Along the way, the fans have experienced every kind of human emotion at its most intense. And though it was sometimes hard to watch, they never stopped watching. The drama became intertwined with their lives – it became their own. 

Describe the execution

The film brings to life Liverpool FC’s last 10 years through the story of one loyal, local fan, building to the club’s improbable Champions League victory in 2019, which earned them the title “Champions of Europe” for the 6th time. During the film, there are references to pivotal club moments that took place during this period, as well as nods to legends like Steven Gerrard, Philippe Coutinho, Kenny Dalglish, and others. Current stars like forward Roberto Firmino, Mohamed Salah and local boy Trent Alexander-Arnold, as well as manager Jurgen Klopp, are also highlighted. Celebrating the ups and downs of the club and how the bank has stood by them through it all for 10 thrilling years. • Timeline: 2 March 2020 launch • Placement: Digital, Cinema, Social Media, Cable/TV • Scale: Global

Describe the outcome

Reach: 277,901,000+ Views: 83,558,000+ Engagements: 14,808,000+ engagements on social