ABOUT

I was asked to produce a pitch for a campaign which would precede the launch of the new Liverpool Football Club kit, supplied by Warrior Football.

The campaign aims were to engage and unite the local Liverpool fans and the city with the Warrior Football brand. Warrior were looking to align themselves with the fans who may not have adopted the brand yet.

The WE ARE ONE campaign was an experiential marketing campaign that involved event sites in underprivileged areas around Anfield being redeveloped by Warrior, in the build up to the launch of the new kits.

The launch of the sites was preceded with the sites being closed off in a one night takeover of the areas. The massive hoardings erected would have murals painted by local artists hinting at the new kits and directing viewers to social media where the anticipation would build.

The microsite would be used as a countdown to the launch of the events and a link through to social media sites to create a groundswell around the launch date. Once the events open livestream video from each site will be available for those who can't get to the venues.

The posters for the launch event would be put up around schools, local football pitches, youth clubs and venues around the city to attract young fans to interact with social media in the build up.

The flyers would be given out at schools, local football clubs and youth events around the city in unison with wristbands which give the holder a discount for kit purchases on the day of the events.