Walkers is showing its support for Leicester City FC in their premiership title race by launching ’Countdown to Kit Off’, a cheeky digital strip tease inspired by Gary Lineker’s much celebrated pledge to present Match of the Day in his pants if Leicester City win the Premier League.
Gary Lineker is being paraded across Leicester, Manchester, and London on digital screens covered from head to toe in Walkers crisp packets. The closer they get to the Premier League trophy, the fewer crisp packets Gary will have to conceal his modesty.
The activity marks Walkers joining the Leicester Mercury’s and BBC Radio Leicester’s #backingtheblues campaign and spurring Leicester City on in their quest for victory by holding Gary to his words.
The images will react in real time, so for every game played and every point won, packets of crisps will disappear.
Mobile digital screens will centre around the Foxes’ stadium and Leicester city centre during home games. Digital OOH will also follow the away fans to Manchester and London for the remaining two away games.
Chief Creative Officer: Paul Brazier
Art Director: Sonny Adorjan
Copywriter: Andre Hull, Sonny Adorjan
Additional Credits: Agency Planner: Steve Hopkins
Agency Account Man: Kate Govier
Agency Project Manager: Duncan Collins
Agency Producers: Jaki Jo Hannan, Christopher Reed
Media Agency: OMD
Media Planner: Hannah Stockton, Clare Sargeant, Georgia Perrin
Photographer: David Stewart
Photographer Agency: Jennifer Turner
Photography Production Co: Wren Artists
Photography Retouching: John Swift @ The Colour Company
Pulse: Stephanie Hardless, Tommy Willis
Studio/Artwork Supply: Iain Thompson, Paul Hammond, Emma Vincent-Pagden