Declan Rice, a goat and a completed Panini sticker album, walk into a school. It sounds like the set-up to a joke, but it’s actually the premise of the latest campaign by Dark Horses to launch Panini’s new 2024 Premier League sticker collection.
The 30 second spot, shot by Director Henry Littlechild and production company The Vigilante Group, is the latest installment of the ‘The GOAT of Swaps’ campaign that has formed the basis of Panini’s advertising across recent Premier League Adrenalyn XL trading cards and sticker launches.
The campaign also marks the return of brand ambassador, Declan Rice, with the Arsenal and England star taking up the role of the mystical goat’s sidekick. We see Declan and his four-legged friend bestow the title of ‘The GOAT of Swaps’, represented by a gold necklace and medallion, on one young collector whose shrewd sticker swapping skills have allowed him to complete his collection, much to the amazement of his school friends.
Launching on 9th December, the campaign will kick-off with a takeover of the Premier League’s social channels before paid support across social and online video commences.
Adam Burns, Creative Director at Dark Horses, said: “As a kid there are few more exciting moments than completing your sticker collection or meeting a Premier League footballer, we’ve managed to cram both into one spot. The Goat of Swaps has proved a fruitful creative territory for us and we’re excited to see where it takes us next.”
Katie Gritt, Head of Marketing Sport at Panini, said: "Collaborating with Dark Horses on this campaign has been such a fun journey! We wanted to extend the GOAT of Swaps storyline in an authentic and relevant way and Dark Horses have brought our vision to life perfectly, with fun, humour and that special Panini pizzazz! What better way to launch the new Premier League Official Sticker collection than with a combination of a football superstar like Declan Rice alongside the literal G.O.A.T?.”
