PUMA: BORROWED FROM THE PAST
Manchester City's 2022/23 Home Kit honours club legend Colin Bell, who passed in 2021. The design, with a centred crest and maroon trims, echoes the iconic kit he wore in the 70s, complete with a crown inside the collar paying tribute to ‘Colin the King.’
Our challenge was to launch the new kit and reintroduce his legacy to a new generation of Mancunians. Using only OOH, we created a campaign that brought his story to life without even showing the kit.
Teaser
We created posters across Manchester that removed the jerseys from vintage Man City images to get fans curious and to look up the story behind our upcoming design.
Reveal
Eventually, we replaced the posters with the official 2022/23 Home Kit announcement posters to reveal the story behind the campaign and kit.
