A soccer club in Brazil, Esporte Clube Bahia, took an inventive, yet functional approach to football fashion by creating ajersey featuring a disappearing crest.
The initiative, developed in a tie-up with agency Leo Burnett, saw the invisible badge shirt act as the principle promotional piece in an anti-violence initiative.
The cause idea sitting behind the campaign was to drawing awareness to football-related violence in Brazil and it was promoted through flagship film.
While the shirts were initially created as a promotional item, they generated so much buzz and interest that the team and the agency chose to manufacturer more to sell as a collectible and raise funds for the cause.
Comment:
This is fresh and original thinking on the oldest of all football promotional platforms – the shirt.
It reminds us of another brilliant Brazilian shirt stunt from 2012 called ‘My Blood is Red and Black’ campaign.
Also developed by agency Leo Burnett Tailor Made, this cause initiative saw Vitoria FC launch a blood donation drive amongst its fans – in partnership with the Brazilian Health Ministry and the local Salvador medical community – that saw the red stripes temporarily switched to white on the team’s iconic red and black hooped shirts with each red hoop returning to the kit as the club’s fans donated blood until the initiative reached its donation target and the shirt returned to its classic colours.
Links:
Esporte Clube Bahia
https://www.esporteclubebahia.com.br/
https://www.instagram.com/ecbahia/
https://www.youtube.com/user/TvBahea
https://www.facebook.com/ecbahia
Leo Burnett Tailor Made
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