The Mission

Continuing our work with the awesome team at Canterbury of New Zealand, we were psyched to collaborate with them on the launch campaign for the British and Irish Lions kit, The ‘Untouchable Jersey’.

The jersey remains ‘untouchable’ until the best players in the game have earned their right to wear it, only once they have been called up to the Lions Squad. We were tasked with reflecting this ‘untouchable’ concept in the retail roll out, to create an engaging, confident campaign to hero the jersey launch.

The Retail Result

We designed an exciting lighting system to create a hologram effect jersey that was showcased proudly in front of a highly-charged stadium. We also incorporated intermittent camera flashes throughout the crowd background to replicate the fans excitement at the shirt unveiling.

From design through to full production and installation, we kept the shirt underwraps, ensuring the nationwide Sports Direct stores were all installed and ready for launch within the one night.

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