17/05/2021

Chelsea FC & COPA90 Arts & Culture Collaboration ‘Chelsea Creates’ Leverages London Footie Fixtures

The ‘Chelsea Creates’ collaboration between Chelsea FC and COPA90 celebrating and championing some of London’s brightest emerging creative talent culminated on 12 May with the club’s final London Premier League fixture against Arsenal FC.

 

The seven-part creative series, which kicked off in late February and through to May 20201 was showcased via and amplified on Chelsea and COPA90 and collaborator-owned digital and social channels, shone there spotlight on some of the capital’s most exciting new talent in the worlds of music, art and design.

 

 

Plus, for each collaboration, COPA90 also published a ‘Creator Journey’ video that delved into the creative inspiration and process behind each of the collaborations, providing some amazing insights in to how some of London’s finest young creatives create.

 

The fan-engagement campaign ran in tandem with seven all-London fixtures for both the men’s and women’s teams: with a new piece of inspirational new content unveiled before each local derby featuring the likes of London singer Sasha Keable, emerging illustrator Alva Skog and acclaimed poet James Massiah.

 

The aim of the initiative was to drive wide-spread creative views and to reinforce the club’s position as ‘The Pride of London’ through an eclectic series of creative executions which embody the club’s key message.

 

The final instalment in the series, which was unveiled prior to the game against Arsenal, was a limited-edition of framed prints from the artist Chester Holme; which captured some of the most iconic moments from the London derby with 20 one-off pieces exclusively shared with selected fans, creators and publishers.

 

The ‘Chelsea Creates’ Collaborations were:

 

ALVA SKOG – Chelsea FC vs Tottenham Hotspur FC
Central Saint Martins graduate and illustrator Alva Skog reimagined Chelsea FC stars including Mason Mount and Tammy Abraham as oversized and distinctive characters set against iconic London skylines.

 

 

 

SAM PEMBERTON – West Ham vs Chelsea FC Women
University of the Arts London student Sam Pemberton created a series of visual artworks around goalscoring icon Sam Kerr, also celebrating the journey from West to East London in ‘Away Days’.

 

 

 

JAMES MASSIAH – Chelsea FC vs Crystal Palace FC
Filmed at an empty yet moving Stamford Bridge Stadium, celebrated poet and spoken word artist James Massiah delivered an emotional performance of his exclusively written poem ‘Feeling Blue’.

 

 

REED WILES – Chelsea FC vs West Ham
London-based animator and illustrator Reed Wiles showcased his skills in an animated film which depicts Chelsea FC star Mason Mount trekking across the capital after missing the team bus.

 

 

SASHA KEABLE – Chelsea FC vs Fulham FC
British singer Sasha Keable treated fans to the first ever live-performance of her song ‘Exception’ from her upcoming EP, staging an emotional rendition from the gantry at the iconic Stamford Bridge Stadium.

 

 

KELLY ANNA – Chelsea FC Women vs Reading
Illustrator Kelly Anna unveiled a one-off design inspired by Chelsea F.C. Women, using powerful and silhouetted figures to represent the players in a special banner that encapsulated the ‘Pride of London’.

 

 

CHESTER HOLME – Chelsea FC vs Arsenal FC
Chester Holme created a limited-edition framed poster/print to celebrate the great rivalry between Chelsea and Arsenal, capturing some of the most iconic moments from this huge London derby.

 

 

“’Chelsea Creates’ has proven to be one of the most exciting and unique campaigns we’ve ran. We have been blown away by the incredible creative talent here in London across the fields of art, music and design,” commented Chelsea Marketing Director Gary Twelvetree. “It has been inspiring to celebrate and showcase these amazing collaborations, representing the very best the city has to offer and a true embodiment of the Pride of London.”

 

 

Comment:

 

This is a serious and a smart way to not only support local creativity and reinforce the club’s positioning, but also to create quality shareable social content for fans to fuel their social media club engagement.

 

The campaign, which rolled out during a successful season which has seen both Chelsea men’s and women’s team’s reach the UEFA Champions League Finals, concluded during the club’s defeat to rivals Arsenal.

 

This initiative came to a climax just one day before the art-inspired launch of Chelsea’s new 2021/22 home kit reveal campaign in tandem with supplier Nike and front of shirt sponsor Three and created by 20something and Kode Media.

 

The campaign, which was fronted by players from both the men’s and women’s sides (including Mason Mount, Hakim Ziyech, Werner and Sam Kerr) launched on 13 May ahead of the FA Cup Final and which was inspired by the ’60s Op-Art movement made famous in London.

 

 

 

 

 

 

 

 



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