LOVE has conjured up a magical brand campaign to launch Umbro’s new Medusae football boot. Umbro briefed LOVE to communicate the product benefits of the Medusae boot, which combines the touch, comfort and fit of premium leather with the ‘speed’ of a lightweight boot.
Clashing the worlds of football and magic, LOVE’s creative idea hinged on an extraordinary execution across all consumer touch points. Replacing the traditional plain shoebox, the agency created a limited edition box of tricks for the Medusae. Given to players and media, the box illustration features distinctive and arresting design cues, replicating the back of a well-known magician’s prop, the playing card. When recipients open the box they find an empty space, however, when closing the box, the magic is revealed. Out of a secret compartment, the boots appear.
The main campaign image replicates the look of the packaging and a launch film featuring the magician Ben Hanlin (ITV2 Tricked show) further helps to bring the story to life across all brand comms around the boot launch.
In the short film, Ben poses as a regular sales assistant. But all is not as it seems, with Ben creating the illusion of the boots magically appearing right before the eyes of unsuspecting football boot buyers in the store. Crystal Palace goalkeeper Wayne Hennessey also makes an appearance and his bewilderment at the illusions is caught in full glory on camera.
Creative Director: Dave Palmer