| Title | #BRINGITHOME |
| Brand | ALDI |
| Product/Service | ALDI |
| Category |
B01. Posters |
|
Entrant
|
McCANN MANCHESTER, UNITED KINGDOM
|
|
Idea Creation
|
McCANN MANCHESTER, UNITED KINGDOM
|
Credits
| Dave Price |
McCann Manchester |
Executive Creative Director |
| Neil Lancaster |
McCann Manchester |
Creative Director |
| Conrad Robson |
McCann Manchester |
Senior Copywriter |
| Sean Carey |
McCann Manchester |
Art Director |
Background
The 2018 World Cup. England, despite our usual low expectations, are doing better than expected. Thanks mainly to Southgate’s waistcoat and Harry Maguire’s massive forehead.
As anticipation grew ahead of England’s match against a Premier League Select team from Belgium, Aldi wanted to show their support for the Three Lions.
The budget was tight. The timing even more so. TV was a no-go. Even press was pushing it. So, we spoke to the National Football Museum in Manchester, who we knew had a digital screen close to Manchester’s Fan Zone. Where better to fly our flag for England than the home of football in the north-west?
Describe the creative idea
We wanted the idea to be simple, in both concept and execution. Production had to be realistic. Still, the idea had to celebrate Aldi’s support for Gareth Southgate’s Waistcoat’s men. The good news was Aldi had history with this kind of thing. They’ve been the Official Supermarket Sponsor of Team GB for years now. They champion Great British produce in all of their stores. Flying the flag for the British Isles (and aisles) isn’t uncommon for them.
The decision to run the ad at the National Football museum, in the heart of Manchester city center, was key. The right place, at the right time. An hour before kick-off, as football fans across Manchester streamed home to watch the game, the ad went live for thousands of hopeful fans to see.
Describe the execution
The main job for us as creatives was this: in the tightest way possible, how do we link Aldi and football? From that, #Bringithome was born.
Visually, the idea was masterfully simple. A humble but iconic shopping basket, turned on its side and cropped to resemble the easily-recognisable visual of goal posts and net. Changing the basket’s handles to deep red and keeping the background clean white cemented our support for England’s colours.
Within 24 hours of selling the idea into the client, we had already shot the basket and finished artwork. Just a handful of people all eager to get this out in time. We did, and even got home for the game.
List the results
Like England’s adventure in Russia, this was never really about results. It was about showing our support. But what a result that 6-1 drubbing of Panama was. Thanks to that, and despite a loss to Belgium, England got through the groups. Which meant our #Bringithome campaign carried on supporting England’s campaign.
England didn’t win the World Cup, despite our best efforts to rally support. A loss to Croatia in the semi-final and another to Belgium in the play-off meant the Three Lions crashed out. Southgate hung up his waistcoat. Maguire hung his head in his hands.
Alas, the Jules Rimet Trophy went to our neighbours across the water. Yet, despite the usual heartbreak tournament football brings to these shores, it felt, for a few weeks at least, like England really did bring football home. And it’s nice for Aldi to have played a part in that.
There’s always the Euros.