The Brief
Unveil Puma and Arsenal TC's new 'Camouflage' Training clothing range in a natural way that feels authentic to their target audience, showing that it's suitabel for leisure or sport. The creative Concept woudl need to include both male and female Arsenal youth football Players as the chatacters, helping to introduce the Arsenal fans to their footballers of the future.
The Idea
The narrative and visuals needed to grab the audience from the first moment while making the settings, characters and storyline relatable to Arsenal FC and Puma’s young target audience. Using this as our starting point we then discussed how every item of the new clothing range could be integrated into the scenes and adapted them accordingly in consultation with the client, tweaking to get the perfect balance. Another key consideration was to subvert the notion that female footballers can’t go toe to toe with the men’s game. With that in mind, as well as writing in the final football match seen in the video we included a 7 year old girl from Arsenal FC’s football academy as the final frame of the film, hinting at undeniable potential of women’s football...
The Result
The film went out to their 73 million Arsenal fans across their social media channels on the launch, in turn aiding the tremendous sales figures and helping define the distinctive Camouflage training kit range, which is still being used by the first team 3 seasons later. As well as providing a great ROI for Arsenal FC and Puma, the video received notable industry recognition including five star reviews on David Reviews and write ups in Campaign and the Drum.
