Case Study: LFC – Multi-Channel Brand Campaign
In recent years, Liverpool Football Club has adopted a strategic approach to its club-wide marketing efforts, aligning club functions under a central annual theme.
The theme for the 20/21 season was Walk On, representing a forward-facing belief, pride, devotion, and commitment to the club and its future, and acting as a rallying call to everyone associated with the club.
To embed this theme across all club communications and instil these values within all stakeholders, we were commissioned to produce a video that told the story of the Club’s Premier League-winning season and how ambition is part of the Club’s DNA.
To create a brand campaign which engaged both locally and internationally at a time when the world was facing multiple challenges, required a powerful video piece. It needed to be emotional, unique to LFC and able to resonate with both LFC fans and associates of the Club.
We created a video that looked back on years of achievement and celebrated a world-class manager and team.
But it didn’t just look back, it also needed to be future-thinking, inspirational and optimistic. Addressing and standing tall in the face of the challenges ahead.
We used a visually striking illustration and Cell Animation style, which allowed us to switch between the past, present and future, in the same style.
We worked on this project during the height of the pandemic so player appearance was difficult, but the use of animation overcame this.
The result was an anthemic video that was dramatic in tone, building to a crescendo.
Through clever wordplay that referenced lyrics from You Will never Walk Alone within script and visuals, we engaged fans encouraging them to watch again and look for more.
The video was translated into a range of other assets that were used throughout the year in an integrated brand campaign across social, email, digital & print.
Watch the video above to see the results for yourself.
