HSE Cake celebrates fans with social and ad campaign for Barclays Premier League

The PR agency HSE Cake has produced a television ad that will debut on Saturday celebrating Barclays' sponsorship of the Premier League, as part of a six-week-long integrated campaign.

HSE Cake – the agency formed last May out of the merger of Havas Sports & Entertainment and Cake – provided creative for the campaign and ad, which is already live on YouTube and Facebook, while Dark Energy produced the film. HSE Cake has been retained by Barclays for sponsorship activation and PR since 2014.

The campaign is called I Am One, and celebrates the fans who have enjoyed the league as it has evolved since Barclays took over sponsorship 15 years ago. It includes a competition to find a fan to hand over the trophy at the season's conclusion. Entry into the competition is free, and selection will be made by 15 May, or earlier if the Premier League title race is concluded before this.

It is fronted by three such fans whose stories showcase the difference Barclays has made to their lives and many others during this period.

HSE Cake's creative director for the campaign was Ben Jones, and Naomi Segal directed its team overseen by managing partner Dan Connolly.

This will be the final year of Barclays' sponsorship of the league, which in February unveiled a new digital identity and announced it would seek a new agency to help reposition its brand.

The campaign will also feature a group of current and ex-football stars that Barclays has worked with over the years, and will be rolled out across TV, PR, social media and in-stadia advertising to help showcase how Barclays has championed a generation of football and how it will continue to do so.

Ian Wright will never forget the day he lifted the Barclays Premier League trophy, and neither will avid Chelsea fan Rachel Key. This season it could be you. Enter to win your chance to hand it over to the Champions this season, plus other amazing football experiences, at www.barclays.com/spiritofthegame

Posted by Barclays Football on Wednesday, 6 April 2016

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