In 2021 The Premier League launched a new Hall of Fame that recognised and celebrated the talented players who have been involved in the competition since 1992.
To help promote its launch, Avery Dennison sponsored a series of quizzes and competitions to win a specially-produced commemorative shirt honouring the inaugural inductee, Alan Shearer.
This campaign represented an opportunity for them to showcase their latest innovation, an AR-based smart technology that allows users to scan specific decals on their Premier League club shirt and access online interactive content.
As part of this campaign, Avery Dennison commissioned us to produce a short film that explained the process and benefits of using the technology, encouraging user uptake by incentivising through repeated opportunities to win a coveted prize.
The campaign was planned to run over 3 years, new players announced every year, so regular edits and re-versions of this film were needed.
The overall objective of the film was to link Avery Dennison’s products with the Premier League and its member clubs, raising awareness of the partnership amongst fans.
One of the key considerations for our creative team was the need to obscure or omit any copyrighted IP, such as shirt sponsors. We also needed to ensure that all 20 Premier League clubs were fairly represented. The ongoing COVID restrictions around the gathering of fans/actors was also a key factor when developing our strategy.
With these factors in mind we devised a creative approach that used a mix of shot footage, motion graphics and post-production techniques.
By combining a studio shoot of the product with composited graphics of the technology in action, we could quickly and efficiently feature all 20 clubs shirts using fast editing and graphic overlays.
This also allowed us to feature the product in a consistent way that didn’t require casting 20 different “fans”, shortening lead-times and avoiding COVID-related difficulties.
Over the course of a 43 second video, we encompassed:
- The tease – showing close-ups of shirts and decals, without revealing what we are seeing, or why
- The explanation – using captions and graphic devices to show how a fan interacts with the technology to access content
- The call-to-action – Directing the fan to visit Premier League and Avery Dennison channels to enter the competition and learn about the product technology
The 3D animation allowed us to show close-up, dynamic shots of the club shirts, moving or rotating against a graphic/block colour background that referenced the featured club’s colours.
The close cropping of the shots meant that the product was always front-and-centre, but with enough colour and fabric clues to reveal which club is featured.
Watch a snippet of the results in the video above.
