Ladbrokes is helping fuel anticipation for the rapidly approaching Manchester Derby by erecting a giant 23.6m x 11.4m mural in the city’s Northern Quarter.
With the 191st edition of the Derby taking place Sunday afternoon (29th October), creative agency Neverland was enlisted to produce the work, which took six artists over four days to create.
The work was unveiled by former Manchester United star Wes Brown and former Manchester City winger Shaun Wright-Phillips, with a creative designed to evoke the excitement and passion of one global football’s standout fixtures.
Subscribe to Marketing Beat for free
Sign up here to get the latest news sent straight to your inbox each morning
“We are always looking for unexpected ways to engage with football fans and this visual execution is another way for us to connect with them, as well as to celebrate the Manchester Derby,” Ladbrokes head of brand Kelly Rose said.
“We know our Fanzone customers love to play together, and we expect a brilliant Derby, no matter which team you’re backing.”
The activation will be the first in a series of ‘Derby Day’ installations to promote the gambling firm’s ‘Ladbrokes Fanzone’ feature, which offers customers exclusive rewards when the team they support plays.
Neverland co-founder, Jon Forsyth added: “A big match deserves a big ad and this is all about giving the fans the last word”.
