Adidas and Manchester United launched a new jersey campaign immediately ahead of the 2021/22 season kick-off to promote its third kit by teaming up with new UK-based sports marketing agency Homeground.
The digital campaign was called ‘Made To Turn Heads’ and led by a 60-second hero spot spanning both sportswear brand and football club social and digital channels. The creative featured a line-up of current players, manager Ole Gunnar Solskjær, plus a select group of club legends including George Best and Sir Alex Ferguson.
Launched on 12 August, the lead spot generated a quarter of a million views in its first 48 hours on the Adidas YouTube channel alone as it sought to drive viewers online to the club’s digital purchasing platform.
The campaign was created by a team at new sports creative agency Homeground led by former Iris Creative Directors Henry Scotland and Rachid Ahouiyek, plus Business Lead Nico Tuppen and Account Manager Jen Kikomeko.
Producers Bianca Anton and Rhiannon Reid of 24 Productions were assisted by a group from production company Partizan which included Executive Creative Director Nono, Producer Jack Bristow, DOP Jake Gabbay, Production Manager Joe Browne, 1st AD Rob Hunter, Production Designer Pete Rodwell, Steadicam Operator Will Lyte, Wardrobe Stylist Leila McCann, HMU Lou McCann, Location Manager Dan Connolly, plus Editors James Demetriou and Iain Finlay.
The visual effects and grade were handled by Black Kite Studios with Producers Polly Durrance and Tamara Mennell, VFX Lead Hugo Saunders, Colourist Richard Fearon, with audio post-production company Grand Central, sound designer Munzie Thind, music supervision and publisher Wake The Town and Composer Stephen Ettery.
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