This week's pick in video communications focuses on the world of sports and engaging with fans. For more from #CommunicateLens, follow @Communicatemag on Twitter.

Mitsubishi Motors UK

Throughout the upcoming Guinness Six Nations, Mitsubishi Motors in the UK worked with sponsorship agency The Space Between in parternship with England Rugby and Scottish Rugby to create personalised video messages of Mitsubishi ‘motor-variation’ to members of the rugby community. This will offer fans from across England and Scotland the chance to request these messages and nominate those who they think are most deserving of them. The messages will be recorded by a current rugby player, a member of England Red Roses or one of Mitsubishi’s legends like Jim Hamilton or Danny care. The primary objective of the personalised message campaign is for players and fans alike to be drawn back into the sport, which has lost some momentum in the absence of any on-field action. With Motors’ long-standing commitment to the grassroots rugby community, it hopes to play a part in helping it stay positive and motivated during these difficult times.

“Social media has given fans a window into players personalities and lifestyles, and enabled a more direct relationship between those on and off the pitch. We wanted to help Mitsubishi tap into the ‘direct to fan’ trend and give members of the rugby community an even more personal connection, particularly as they’ll all be missing out on the live match day experience,” says co-founder of The Space between, Tom Gladstone.

The campaign will run on social and paid media for the duration of the Guinness Six Nations. Commenting on the campaign,

Sport England

Sport England and Havas introduced a 10-year strategy called ‘Uniting the Movement,’ to communicate the importance of sport and physical activity in tackling some of the nation’s biggest health issues. Conran Design Group, Havas’s brand and communications agency, delivered a visual identity and produced an emotive launch film calling for partners and sponsors. The poignant video focuses on local communities and points to the impact of Covid-19 on the nation’s physical and mental health. 

Cake, the sport, culture and entertainment hub of Havas, translated the strategy for a social audience with an upbeat and hopeful tone calling for unity and pointing the audience towards the campaign website. Kieron Molloy, Conran Design Group’s creative director says, “It was a pleasure to work on something so vital at such a pivotal time in our lives. This strategy is a belief in the power of sport and physical activity’s ability to transform our society for the better, so we needed a brand and a voice to match its boldness.”

Sky Media & Prostate Cancer UK

Sky Media has partnered with Prostate Cancer UK to promote the message ‘Men, we are with you,’ in line with the national television campaign. The videos aim to encourage men to better understand the risk of prostate cancer. The campaign, created by Sky Media’s production team, includes three real-life stories of those affected by prostate cancer. The advertising campaign will be promoted across the Sky Sports channels in a range of creative formats including a trio of three to five minute long, documentary-style videos. 

Each documentary is tailored to appeal to different sports fans. The first includes a conversation with Lauren Clark, widow of former England cricketer, Bob Willis who passed away from prostate cancer in 2019. The subsequent two videos feature golfers Tyrone Carter and Franklyn Skinner in the Golf Studio, and football fan Errol McKeller on Soccer Saturday. Sarah Jones, director of planning at Sky Media says, “We’re incredibly proud to be partnering with Prostate Cancer UK on such an important campaign. It is essential for their message to cut through and connect with men and their families across the UK, and there is no better way to do this than through the reach of TV.”

Unilever

Unilever released a corporate video the marks the retail giant’s new commitment to helping build a more inclusive society. With a story of building initiatives that drive social change, like enhancing the livelihoods of millions under its Sustainable Living Plan, Unilever has pledged to new objectives, including raising living standards, spending more time with suppliers from diverse communities, making ads that represent everyone, helping 5mln small businesses grow and equipping 10 million young people with essential skills. The two-and-a-half-minute video celebrating these new commitments features several Unilever employees from different backgrounds and ethcnities as they silently look into the camera while the screen reads the company’s different commitments. The lack of narration or any other sound except for background music allows the audience to focus solely on the employees’ faces and the pledges the are making.

“The two biggest threats that the world currently faces are climate change and social inequality. The past year has undoubtedly widened the social divide, and decisive and collective action is needed to build a society that helps to improve livelihoods, embraces diversity, nurtures talent and offers opportunities for everyone,” ” says Unilever CEO, Alan Jope.