British based sportswear brand Castore launched a major outdoor led ‘Summer Of Sport’ UK campaign in late June and early July which focused on bold imagery linked to Wimbledon, The Ashes and the British Grand Prix at Silverstone to bring to life how the brand is part of these legendary sporting events.
Developed in harness with agency FCB London, the campaign objective was to capture the essence of this trio of world-famous, UK sports events and Castore’s position amidst them all.
According to the agency, its approach began with finding a tone true to Castore’s empowering brand voice and yet sufficiently versatile to apply across three different sports, while still taping in the apparel company’s umbrella ‘Better Never Stops’ platform.
The agency’s response to this brief was to focus on its partnerships with teams and athletes participating in these events: the England Cricket team, Oracle Red Bull Racing and two-time Wimbledon winner Sir Andy Murray.
The campaign’s launch poster, leveraging Wimbledon, appeared on 3 July in the form of a striking image of Andy Murray’s hip XRay. The posters debuted on OOH sites in London, Earlsfield and in Wimbledon.
View this post on Instagram
The second creative execution, leveraging The Ashes (England v Australia test series), featured a cricket wicket shot from above with the copy line ‘Immortality is just 22 yards away’ which appeared on billboards outside hosting stadiums including Lords (in London), Edgbaston (in Birmingham) and Headingly (in Leeds), as well as appearing inside cricket grounds during the series.
View this post on Instagram
The third poster was designed to run during F1 British Grand Prix (from 7 July) features Oracle Red Bull Racing driver and Castore ambassador Sergio Perez staring out alongside copy stating ‘You can’t doubt yourself at 229mph’ was timed to appear from 7 July across the Midlands and the area surrounding Silverstone.
None of the ads feature a specific product, but instead aim to show that Castore understands the sports they are so heavily part of.
Amplified across the brand’s own social channels, these OOH collaborative activations appear in key placements nationwide which a combined Opportunity To See (OTS) of more than 14 million.
“We’re delighted to unveil Summer of Sport to showcase all the amazing sports and athletes we are passionate to work with: from Oracle Red Bull Racing to Andy Murray and the women’s cricket team,” commented Castore Co-Founder Tom Beahon. “This summer it was important to celebrate what Castore means to them and to the wider public. FCB London really understood us. In our biggest brand campaign to date FCB London has captured our energy, passion of our brand and ambition for our business.”
“Castore is honoured to work with big names within the sporting industry and the campaign pays homage to these partnerships,” continyed beahon. “It’s an exciting time for Castore and we’re determined to continue to build our important relationships with teams, athletes and our consumers”
FCB London Heed Of Art Jack Walker added: “Castore has a hunger to be the best, that runs all the way through the company from the people that work there to the teams they sponsor. ‘Summer of Sport’ demonstrates that relentless spirit through a tone of voice and visual style that reflects the gritty truth of sport. The result is a campaign that feels emotionally charged and based off the core belief that Better Never Stops’
The campaign was created according to a brief from client Castore Head Of Marketing Saffron Milligan and Marketing Manager Sophie Smith by a team at agency FCB London which included Chief Creative Officer Owen Lee, Head Of Art Jack Walker, Partner Al Young, Creative Directors Ben Usher and Rob Farren, Strategy Director Tom Lindo, Business Director Emily Whiteaway, Account Director Michael Freeman and Producer Biba Thomas.
While media was handled by Smart Media.
Leave a comment
You must be logged in to post a comment.