Producing a campaign video, photo stills, supporting social assets and aiding in behind-the-scenes content for the 22/23 LFC third kit launch.
We wanted to paint a picture of the club’s unique and iconic nights in Europe. Conveying the passion and atmosphere created by the remarkable fans that follow the club across the continent and paying tribute to the club’s success in Europe.
For our creative approach, we depicted the preparation of the space, as fans present their creative and characterful flags that are their badges of honour from their travels. The fan flags were used to create an authentic, tangible and interactive 360o environment that conveys LFC’s unmistakable European away days. A tribute to the shows that the team puts on the European stage and a living museum of the fans’ responses.
We then document Liverpool players through a candid and genuine lens. Interacting with moments and memories, witnessing fan-captured content that is projected onto walls and played back through TV screens. Here there are glimpses of the new kit before a full reveal.
To keep in the theme of music which runs through the first and away kits, we used a Liverpool band The Cheap Thrills, who are season ticket holders themselves, to provide the soundtrack and be part of the assets.
The campaign film which was released at the start of September 2022 has broken records after receiving over 12 million organic views from the LFC digital channels alone within the first week.
Check out the campaign film above.