Love Island Sponsorhip Idents
NOW Idents
Creating these Love Island sponsorship idents was a huge opportunity for me and one I gained invaluable experience from and am immensely proud of.
It’s summer of 2021, people have been stuck inside for a year, they’re slowly allowed to venture outside ready to crack on but heads are turned and something stops them; Love Island is back and this time it’s sponsored by NOW.
We knew we needed to leverage the show itself for inspiration and utitlise the trends and talking points that came with it, taking it as an opportunity to blur the lines between advertising and content.
Creatively we wanted to really lean into that parallel of coupling up with the perfect show and the matchmaking of Love Island. It really came down to immersing ourselves in as much of the Love Island ‘lore’ we could possibly could and applying it to the way we speak about our shows and content. Finding the most suitable clips to showcase the show but that also align with the Love Island specific vocabulary. The copywriting was incredibly fun but also a challenge of how do we keep this in NOW’s TOV whilst taking on the language of Love Island but also still call out elements of what the viewer is seeing in each scene.
With a total of 130 10″ stings & 398 5″ stings to playout, we needed to make sure we had a range idents to chose from to keep the sponsorship fresh. We chose to create 32 individual assets compromising of 8 x 10″ idents and 24 x 5″ idents. Here is just a sample of that. It was so successful that the campaign was refreshed again for 2022 and 2023.
I’ve always really envisioned this working as a successful 360 campaign with scope to develop the idea into social, OOH and digital platforms even leaning into pairing with influencers and Love Island stars themselves as they couple up with their perfect match on NOW.
Co-created with Amy Cook
GFX Design: Emma Knudsen
VO Artist: Nicola Coughlan and Manus Halligan
Charlotte Whiteway 