The Drum Awards Festival - Content

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Agency: AMV BBDO
Date: Apr 2016
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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