Craig Bellamy features in next Manchester City campaign
An online and outdoor campaign has been launched by Manchester City featuring striker Craig Bellamy to promote the club’s upcoming fixture against his former team Liverpool.
The viral campaign, created by Manchester agency Music, shows the striker psyching himself up for the game and City supporters encouraging him.
It will be backed by outdoor activity (pictured) including 96-sheets and large-scale formats placed around Manchester to build anticipation of Sunday's game.
Dave Simpson, Music's creative director, said: "Our ad conveys Bellamy's tireless dedication and demanding hunger to play football, and to win. When he plays he gives his all and we wanted to illustrate the passionate change that happens as he crosses the white line."
The campaign is the third in a four part series to promote City's clashes against the Premier League's 'Big Four' - Manchester United, Chelsea, Arsenal and Liverpool - this season. City players Emmanuel Adebayor and Shaun Wright-Phillips have featured in previous work.
Chris Kay, head of marketing at Manchester City, said "Like Music's preceeding Adebayor and Wright-Phillips campaigns we have chosen a player that embodies the spirit and ambition of the club and created a campaign that both transcends the boundaries between culture and football, and that re-frames how a football club can interact with its fans."
Manchester City's most infamous marketing campaign was its Carlos Tevez poster ‘welcoming’ the player to Manchester having moved from city rivals Manchester United in the summer.