Here's something i've been working on for FIFA. The idea is taking the fans and treating them as if they're the 12th man. Each team can only have 11 players on the field during a game, but the extra man (12th man) can be the fan.
Here are a few executions ive comped up.
1. Its a website/youtube acct where fans can compete to be the 12th man of their favorite team. They can upload videos of themselves singing the songs and celebrating the goals and the more ratings their videos get the closer they will get to being that teams 12 th man.
2. Second execution is a t-shirt, pretty much explains itself. These could be handed out in the streets with different flags on the front.
I'm still working on a print for this campaign, just wanted to get some feed back and see if this is along the right track.
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You have the perfect idea. You just now have to execute this correctly. Right now, the art direction is not there yet. You have to push yourself on designing this.
ReplyDeleteMicrosite and tshirt are approved. But since you're a copywriter. Can you write some headlines that relates to the 12th man idea. Instead of just writing "I am the 12th man" on the shirt, can you think of something clever to write. Same for your print and microsite.
This is an awesome idea, write lines...you want people to wear your shirts and have them be proud that they're the 12th man.
Design wise, look and check Adidas or Nike for inspirations. See how they design simple graphics yet the look and feel feels very competitive and sporty.
Good luck and nice job.