Declan Rice stars in a campaign by Dark Horses to launch the new Panini Premier League 2023 Sticker collection

 To mark the launch of the Official Premier League 2023 Sticker Collection, Dark Horses has created a TV and digital campaign for Panini starring West Ham Captain and England midfielder, Declan Rice. 


In the creative film, (shot and produced by Director duo JAK and Knucklehead) audiences witness the Panini stickers come to life as we see the intense negotiations between two school children in their attempt to trade their duplicate stickers for new ones to add to their collections.

At the centre of this debate sits Declan Rice (Panini ambassador), who goes through an emotional rollercoaster- supported by other players in the pile, brought to life through playful animation and vibrant sound design - as he chases the dream of finally being stuck into an album. 

Adopting Panini’s classic tagline #GotGotNeed, the campaign aims to emphasise the benefits of swapping amongst friends as a way of obtaining new stickers to complete their album. 


The work will launch January 5th on TV, social and digital channels. 


Alex Nixon, Business Director at Dark Horses, said: “It was great fun working on this campaign. Every sticker collector knows that feeling of nervous anticipation that accompanies a swapping session; and we wanted to bring this to life through the lens of a sticker. Declan is perfect for this, not only is he a sticker enthusiast, but his personality lends itself incredibly well to the playful nature of the idea.”


Chris Clover, Managing Director at Panini, said: “We’re thrilled to be working with Declan Rice once again, kicking off the new year in style. With the new sticker collection we want people to experience the adventure of swapping stickers to complete their collection, which our partners Dark Horses have reflected in the creative work. We’re proud to continue to work with the agency, who reflect our values and goals as a brand.”


Managing Director: Chris Clover

Product Marketing Manager: Jessica Bell

Marketing & Digital Media Executive: Jessica Jones 

Senior Special Projects Editor: Nick Clark


Dark Horses

CEO: Melissa Robertson

ECD: Steve Howell

Creative Director: Adam Burns

Creative Director: Paco Lopez

Creative: Matt Adams 

Creative: Will Butler

Strategy Director: Mark Lloyd

Head of Production: Andy Walsh

Business Director: Alex Nixon

Account Manager: Mike Warren



Director - JAK

Production Company - Knucklehead

Producers - Freddie Hill and Ore Okonedo

DOP - Miguel Carmenes

Production designer  - Macy Trieu Dingle

Editor - Meg Thorne @ The Quary

Colourist - Mark Horrobin @ Tag Collective Arts

Sound Design - Finlay Mowat Music

Animation - Agris Čaurs


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