Everton FC required a visually strong campaign to launch their kit for the 2013/14 season, which would create a strong connection between the kit, the club and the fans. The campaign would initially need to be implemented for the home kit with the same idea being adapted for the launch of the away.
We were approached to design artwork that would appear both online and offline, as part of an integrated campaign for both the home and away kit launch.
Our campaign design focused the kit colours and the idea that the shirt and the player were one.
‘Born Not Made’ was an existing club motto, and inspired the DNA artwork and built one the connection between the player and the shirt.
Our concept generation included:
- ‘It’s In Our DNA’ idea
- Artwork design, illustration and imaging
- #EFCDNA social campaign
The campaign implemented across a range of advertising markets including direct mail, out of home digital advertising and online advertising as well as a microsite, and Twitter campaign.