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.
Campaign Teaser
We went to Manchester, where Colin Bell made his name. Eye-catching wildposting featuring City icons with missing shirts appeared across the city for weeks, teasing fans about what was coming.
Official Launch
After building speculation and buzz, we revealed the new kit on the day of City’s last match of the 21/22 season. They played their part by lifting the trophy, though it was tense.
Thank you, Gündogan!
