The Winning Pass
Cadbury
Premier League: Spurs, Liverpool, Manchester United, Arsenal, Chelsea, Leeds
ROLE
Motion Direction
2D Motion Graphics
Lockup / GFX / Type
Editing
Senior Oversight
Campaign Roll-out
OVERVIEW
Working closely with the Creative Director, I helped define the motion language for The Winning Pass, a social-first campaign built around candid interviews with Premier League footballers.
I developed the campaign’s core motion system, including the animated lockup, typography, supers and supporting GFX, establishing a consistent visual language across the content. I then built the master motion assets and hero executions, which became the foundation for the wider motion team to roll out across multiple formats, supporting both Cadbury’s channels and individual club amplification.
Lockup
Social
Liverpool FC - Meta Feed
Manchester United - Meta Feed
Liverpool FC - Meta Feed
Manchester United - Meta Feed
6s
Cut Down
Tiktok Natives
FEATURING
Credits
Creative Direction
Bill Hibbins, Rob Mcevoy
Production
Bullion
IMPACT
The Winning Pass brought Cadbury together with six of the UK’s biggest football clubs, including Arsenal, Chelsea, Liverpool, Manchester United and Tottenham Hotspur, with a socially led campaign spanning Meta, TikTok and YouTube, supported by OOH, digital, radio and in-store activation.
The campaign gained recognition across the creative and advertising press, featuring in Ads of the World, Creative Moment, More About Advertising, DecisionMarketing and Roastbrief, with further coverage across retail and industry media.
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