Blending a range of smart technologies – including voice modulation (VM), artificial imagery and intelligence (AI) and computer generated imagery (CGI) – ‘Project Stand Red’ sees main sponsor Standard Chartered celebrate legendary Liverpool FC manager Bob Paisley’s 100th birthday.
Project Red was created to commemorate 100 years since the birth of Bob Paisley OBE – who steered the club from 1974 to 1983 and won 20 trophies (including three European Cups and six First Division titles) – through a joint initiative from the club, sponsor Standard Chartered and Paisley’s family to celebrate the club’s most successful manger.
The multi-channel campaign was conceptualised and created by sports and entertainment agency Octagon and aims to highlight Paisley’s achievements to inspire and educate the next generation of Liverpool fans.
It is built on a bespoke digital hub at https://www.standred.com/ which includes related Paisley facts, history, quotes and images and a series of five films and sees a virtual version of Paisley recount previously unheard stories alongside one of his most famous and successful signings Ian Rush, plus he interacts with current first team players and offers a rousing, emotional rallying call with current Liverpool manager Jürgen Klopp to inspire supporters fans to ‘Stand Red’ for the 2019/20 season.
This is creepy as hell. pic.twitter.com/2J4iXLeMZ7
— Flanners (@Flannyballs) November 28, 2019
The campaign also includes an explanatory video, amplified across the sponsor’s digital and social channels and featuring the Paisley family and ‘making of’ details, which emphasizes Standard Chartered’s belief that technology should enable human connections.
The initiative also links to the ongoing sponsor/club #StandRed app initiative which includes early November #StandRed app promotional work (which encourages fans o create their own club stories through images and film).
“As a bank we always have innovation top of mind. This approach extends to our partnership with Liverpool football club and Project Stand Red perfectly exemplifies our innovation mind-set by using smart technology to introduce one of Liverpool’s most beloved managers to the next generation of fans,” said Standard Chartered Global Head of Brand and Marketing Emma Sheller.
The campaign was created for Standard Chartered Group head Of Brand and Marketing
Emma Sheller, Global Head of Sponsorship and Events Caroline Darcy, Senior Manager, Global Sponsorship and Events Marc Davies, Manager, Global Sponsorship and Events Helen Morgan, Associate, Global Sponsorship and Events Stanley Sum by a team at agency Octagon with film production by MediaMonks and Milkmoney and 3D modelling and CGI also from MediaMonks.
Comment:
Liverpool, which became the first English professional club to have a sponsor’s logo on its shirts in 1979 through a deal with Hitachi (and then subsequently penned shirt sponsorships Crown Paints, Candy, Carlsberg), signed its main sponsorship deal with Standard Chartered back in 2010.
The club and finance brand’s current deal runs up to the end of the 2022-23 season – making it the second-longest sponsorship deal in the club’s history.
It is a tie-up based on shared synergies based around values and heritage and is spearheaded not just by shirt logos, but also by the creation of unique, money-can’t-buy experiences for our clients, our communities and supporters around the world.
This latest initiative, which is, admittedly, a touch creepy in bringing the great man back from the dead, adds to other standout Standard Chartered initiatives activating its Liverpool sponsorship are its 2017 ‘Seeing Is Believing’ project (see case study), its 2016 360 VR ‘Inside Anfield Tour’ (see case study) and its 2015 ‘Around The World’ international AIDS day initiative (see case study).
Interestingly, in late October 2019 Liverpool players wore special shirts for a midweek game against Tottenham Hotspur which saw the usual Standard Chartered logo switched on the jerseys for the ‘Futuremakers by Standard Chartered’ logo to raise awareness of the club’s main sponsor’s global initiative to tackle inequality by empowering the next generation to learn, earn and grow.
Links:
Project Stand Red
Standard Chartered
https://www.youtube.com/user/standardcharteredtv
https://www.facebook.com/StandardChartered
https://plus.google.com/u/1/+standardchartered
Octagon
MediaMonks
Liverpool FC
https://www.youtube.com/user/LiverpoolFC
http://www.liverpoolfc.com/welcome-to-liverpool-fc
https://www.facebook.com/LiverpoolFC
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