Lyon’s latest kit launch for its new 2015/16 strip is simply magical – at least that’s what the launch campaign’s series of Vines would suggest.
The French side and its kit supplier Adidas have rolled out a subtle launch campaign led by a set of short films – each a quick video snippet featuring the players seemingly performing magic to transform the old shirts into the new strips.
In the first clip, midfield star Clement Grenier watches a young lad play football before he touches his Lyon jersey and magically makes it change into next season’s home shirt.
Meanwhile, Lyon’s away strip is unveiled when another player talks with a friend inside a changing room and magically alters Alexandre Lacazette’s jersey from a poster into his hands.
While a third Vine video focuses close-up on the new strip itself.
Camera trickery and a sense of snapshot fun lie behind the creative approach to the campaign.
The films were posted on Adidas and the club’s digital platforms,
Plus qu’une équipe : un club ! Avec les nouveaux maillots, l’avenir s’écrit dès aujourd’hui. #TeamOL https://t.co/pv68YpdqEk
— GRENIER Clément (@clemgrenier) May 13, 2015
along with further launch content
@adidasFR #teamOL pic.twitter.com/1SaIiI5sw8
— Govou Sidney (@GovouSidney) May 20, 2015
Bravo @zantec_ qui remporte le maillot Domicile 2015/16 !! #teamOL
D'autres jeux sont à venir très prochainement… pic.twitter.com/2OsuKdzjr7
— Olympique Lyonnais (@OL) May 16, 2015
Tout l‘ADN de l‘OL est dans les nouveaux maillots : l‘avenir s‘écrit dès aujourd‘hui ! #TeamOL pic.twitter.com/qOUtI0TA0m
— GRENIER Clément (@clemgrenier) May 13, 2015
and assets were also seeded across the net and through experiences and signing events.
Comment
This is one of the sharpest, cleverest kit launches we’ve seen in recent months.
No need for the circus style razzmatazz of some kit campaigns – such as the fire-eating, cheerleading and acrobat-fuelled launch for Mexican Club Tijuana Xoloitzcuintles’ latest kit launch.
And, for that matter, Lyon’s own 2010 kit launch which was focused around a centre of town event in which acrobats and dancers turned somersaults suspended from ropes.
So many kit launches are full of tub-thumping (or should that be club-thumping) false bombast, but this one is subtle and smart.
It is simple, yet powerful and this is what gives it a cool cachet.
This might be the coolest kit launch we’ve seen for some time
This isn’t actually the first time Lyon has run a slightly left-field campaign.
Links
Olympique Lyonnais Website:
Olympique Lyonnais Twitter:
Adidas France Website:
Adidas France Facebook:
https://www.facebook.com/pages/Adidas-France/145614218826899
Adidas France Twitter:
