100 percent chelsea

THE TASK

To support the launch of the 2011 Chelsea kit with digital activity that not only educated, but also offered fans something a little bit 'special'.

THE IDEA

The overall campaign focused on the idea of being 100% Chelsea. We got famous pop artist, Sir Peter Blake to create a limited edition collage made up from the best moments of Chelsea from the past 100 years. A making of video was created and seeded around the internet. All activity led to our campaign microsite.

Built in Flash, the microsite brought to life Sir Peter Blake in a creative way. We shot his hands as he built the collage on green screen and then created fast transitions between sections. He became the 'author' of the site, the man in control over building the sections. Each section had famous stories from Chelsea's past, as well as audio snippets direct from interviews with the players.

The campaign found its way to Facebook too, with an interactive 100% Chelsea quiz. Chelsea fans answered 10 questions to proove how much of a fan they were. At the end, they got a special video message from one of the players telling them their score, as well as a special badge for their profile (the back of the brand new shirt with their name and score on it).

Client

Adidas

When

September 2009

Roles

Creative
Design
Animation