Silver can be formed into any shape the mind can conceive

Client: UMBRO
Director: Richard Oliver
Media: 35mm Film: Above, Below and Through the Line
Length: 2×30” + 1×60”

The concept online at umbro.com

Retail Application:
Soccer Scene , Carnaby Street, London

The Product
The SX boot: Umbro’s latest hi-tech, hi-concept boot. The boots are the premium performance product of 2007 and will only retail in exclusive stores such as Selfridges and Harvey Nichols. They will be worn by England Captain John Terry and Michael Owen.

The Brief
To produce a 30 second promo to “make the boots look cool”.

The Solution
We looked at the boots, we thought about their unique character (the right boot is red, the left boot is black) and decided we needed to tell two stories; the story of S and the story of X.

By having two stories and one message, suddenly we opened up a marketing strategy: Two sides, One goal.

The story of S is the story of the creative and spontaneous side of the brain (right). The story of X is about the rational and resilient side of the brain (left). Together the boots combine to create true footballing genius.

Two films make for a cumulative message, which is more likely to challenge an audience, more likely to make them think, more likely to win their hearts and minds.

Two stories can run at either end of the commercial break. They can live on either side of a DVD or can play on two screens at a launch event or in-store. The footage has the versatility to be used online; virally or as a series of pop up stings in editorial space. The concept also lends itself to forms of guerrilla marketing, something which Umbro are keen to explore.

The Result
The campaign is still ongoing, so it’s maybe too early to monitor true effectiveness. What we do know however is that Umbro’s international partners are rolling out the campaign worldwide & above the line. The films will be seen in all corners of the football world. Our concepts are also being interpreted in print for press and point of sale.