World Cup 2018 integrated campaign. 

World Cup 2018 integrated campaign.

An integrated World Cup campaign ‘Keep calm and Kammy on’ with Pizza as the calming influence. A Papa John’s campaign which sees highly emotional Sky Sports commentators Chris Kamara and Jeff Stelling take full advantage of an ‘unbelievable’ pizza deal.

Keep calm and Kammy on eating pizza. 

Keep calm and Kammy on eating pizza.

As viewers gathered on sofas across the country to share in the highly emotional and greatly anticipated World Cup 2018, we teamed Papa John’s with fun loving, and usually over excited football commentator Chris Kamara, or ‘Kammy’, to bring calm to the nation during the tournament by deflecting the attention to pizza.

The campaign spanned social, instore activity, radio and TV, the latter of which features Chris Kamara and fellow pundit Jeff Stelling soaking up the football action in the living room.

Papa Johns wanted an integrated campaign that ran throughout the World Cup period that would position them as the go-to pizza company during the tournament. As well as appealing to football fanatics, there was also a need for a broader appeal that would engage occasional football followers, linking pizza to world cup parties being held at home.

Match day ready.

The video scripts needed to allow for natural humour when creating four sofa scenarios and this was captured on a day’s video shoot as well as radio recording. With quick turnaround post production, we ensured that various cuts were made for different social channels to make them as effective as possible.
One day video shoot capturing four scenarios to be used at relevant times during the tournament.

Finding the right formation.

We wanted the campaign to communicate to audiences at the most appropriate times during the tournament to encourage them to consider eating pizza while watching the football. Using the natural camaraderie of Chris Kamara and Jeff Stelling, who are widely recognised by football fans, we re-enacted typical, relatable fan scenarios that would be found on sofas everywhere during the tournament and play them on social channels and TV at relevant times such as an England win, loss or a controversial moment.