Unscripted Drama / Jef Boes, Director & Photographer

Soccer is just soccer. A game with winners and losers, without question. But that changes completely when that win leads to a European ticket or that loss to relegation. And that’s where the Pro League comes in. Because league suddenly turns a simple table into a TV script. With countless storylines and plottwists. With leads and supporting roles. But with one big difference from all other TV productions. Our soccer is not scripted in advance. Thanks to Pro League, every week you watch more than 30 new episodes whose storyline no one can predict. Something today’s Disney+s and Netflixs can only envy.

In addition, LDV United created a TV spot, online videos and a series of print images together with AKA De Mensen. Starring a number of soccer fans reacting to the matches of their favorite team. No actors or extras, but real supporters with real reactions. They were all photographed during the match in and around the stadiums by Jef Boes. Quite an unscripted approach.

To put this idea into practice, LDV United came up with a strong campaign line: Unscripted Drama. A line that perfectly summarizes what the Pro League brings to the public every week. And that it is no empty promise was proven once again at the end of last season. Just ask the supporters of Union, Genk or Antwerp. The ideal unscripted scenario to launch the new campaign line.