THE ALL WHITE KIT

Short List
ClientHUMMEL
Category E06. Other Packaging
TitleTHE ALL WHITE KIT
Product/ServiceSPORTSWEAR
Entrant ENVISION Aarhus, DENMARK
Idea Creation ENVISION Aarhus, DENMARK
PR ENVISION Aarhus, DENMARK
Production ENVISION Aarhus, DENMARK
Credits
Name Company Position
Rasmus Saaby Bentzen Envision Art Director
Peter Boe Envision Copywriter
Tomas Olesen Envision Account Manager
Jesper Herholt Envision Creative Director
Uffe Kjær Thomsen Envision Extra Credit
Morten Lund Hummel Marketing Manager

The Campaign

The team and the fans didn’t need a new shirt – they needed a new beginning. So instead of doing a classic red-and-white players kit we stripped everything away and created The All-White Kit as the symbol of a clean sheet and a new beginning. Names, logos, shirt numbers – everything was white when the team wore the unique kit in the first official match.

Creative Execution

When the team played in The All-White Kit for the first and only time they took an entire nation by surprise – flanked by the all-white tifo organized by the fan club, our secret ally, and the all-white “invisible” ads on stadium. After the match, a limited edition of 99 all-white shirts in special designed all-white boxes were put on sale in two designated fashion stores. And sold out in minutes.

Indication of how successful the outcome was in the market

Results: Reach: 101,045,310 (Danish population: 5,600,000) Buzz value: €4,113,319 Media ROI: 23 Media spend: €10,780

The national Danish football team is the pride of the nation – or at least it used to be. So the target audience was actually all Danes with just the slightest interest in football. That said, football fans are not interested in the sponsor whatsoever. Fans are interested in the team and in the results. But with The All-White Kit hummel proved to fans that they share this interest and focus on what’s important: The team and the situation they are in.