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A NIGHT OF ENGLISH PASSION IN PARIS FOR UMBRO

08/02/2010


What an experience… Last night we produced the live launch for the new Umbro England away shirt with a pioneering live moment that fused music, sport, passion and Brit Award winners Kasabian.

The band?s lead singer Tom Meighan was the first ever non-footballer to reveal a new England shirt in a stunning moment orchestrated by Ear to the Ground. It was debuted live in Paris in front of 2500 French fans demonstrating the incredible passion of England’s footballing spirit to one of their greatest rivals.

Our team worked really hard to secure the band, produce the live element of the show and manage the relationships between the band’s management and label, publisher, live agent and French promoters. The agency’s extensive relationships within the music industry helped broker a groundbreaking deal between the brand and the band. The campaign launch is generally being perceived as one of the most innovative shirt launches of all time.

Working closely with the lead creative agency Anomaly we brought the idea to life in a live environment. The video and image content will become the centrepiece to a global campaign when everything goes live next month.  Immediate benefits included a double page feature in today’s Sun, extensive on and offline PR coverage and a huge increase in traffic at umbro.com. More importantly it consolidated Umbro’s position as the world’s football culture brand.

It was great to see ‘live’ move centre stage in providing the energy and momentum to build a whole campaign. All fans know that supporting a team has never been just about the game. It?s as much about passion and excitement which is why rock ‘n’ roll and football are forever linked. This is why the Umbro England away campaign has been such a success - it taps into the culture around football as much as the game itself. And that appeals more to a fan than your normal pro-footballer launches.

Music, Football & Live; Three things we love. What a joy to work on.