Ladbrokes will help fuel the anticipation of football fans ahead of the 191st Manchester Derby with the creation of a giant 23.6m x 11.4m mural in the city’s Northern Quarter.
The installation, celebrating the passionate fandom of both Manchester United and Manchester City, was created by Ladbrokes’ creative agency, neverland, and took six artists over four days to create. It was launched by ex Manchester United pro, Wes Brown and Manchester City alumni, Shaun Wright-Philips, with creative designed to evoke the excitement of the iconic derby, and the duality of fan emotions seen throughout the derby’s history.
The red side of the mural reflects on Manchester United’s proud history which has led to them being one of the most decorated and well-known teams in the world, most notably their treble-winning season in 1999, of which Wes Brown was part of.
On the blue side, the artwork signifies a new legacy being created by United’s noisy neighbours who replicated their treble success last year, and have won seven Premier League titles since 2012.
The activity is the first in a series of Derby Day installations to promote Ladbrokes’ Fanzone feature – the app that offers customers exclusive rewards when the team they support plays.
Head of Brand for Ladbrokes, Kelly Rose says; “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.
“We know our Fanzone customers love to play together, and we expect a brilliant Derby, no matter which team you’re backing.” neverland co-founder, Jon Forsyth says; “A big match deserves a a big ad and this is all about giving the fans the last word”.