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13 . Mitre x Ewen Spenser
Client: Mitre
Agency: Digi Fairey
Role: Creative Strategy & Casting
Date: 11/06/2024
Location: London, UK
Project: Mitre– Rebrand
Tagline: "A Different League"
Objective: Create a powerful campaign for Mitre footballs that celebrates the brand’s heritage while capturing the beauty, grit, and authenticity of grassroots football.
Concept:
The campaign’s core idea centered around highlighting the raw, unfiltered nature of grassroots football, particularly the unique and authentic spirit of Sunday league matches. We wanted to spotlight the chaotic yet beautiful reality of this level of play—a world where the love of the game overrides imperfect pitches and unpredictable weather. This approach aimed to reinforce Mitre’s legacy as a brand that champions the passion and dedication found in grassroots football.
Execution:
To achieve this vision, we collaborated with renowned photographer Ewen Spencer, celebrated for his evocative documentation of 90s rave culture. Spencer’s ability to capture real, vibrant moments brought an edge of authenticity and energy that aligned perfectly with the character of Sunday league football. His style amplified the raw and candid qualities we wanted to portray, making the images feel both iconic and relatable.
Visual Approach:
- Photography: Ewen Spencer’s imagery focused on the spirit of grassroots football—showcasing moments of grit, determination, and genuine camaraderie. His shots captured the players in dynamic action as well as candid, off-the-pitch moments that conveyed the essence of the game.
- Imagery: The visuals emphasized the emotions and unique personalities that define Sunday league football. From muddy boots and torn jerseys to spontaneous celebrations, the campaign’s images highlighted the genuine, unpolished beauty of the sport at the grassroots level.
Additional Elements:
To enrich the campaign, we collaborated with "Meditations for an Anxious Mind" to provide a critical and reflective lens on the Sunday league experience. This collaboration added depth and introspection to the campaign, emphasizing the mental and emotional aspects of grassroots football.
Outcome:
The "A Different League" campaign resonated strongly with football enthusiasts, reminding audiences of the shared experiences and authentic moments that make grassroots football unique. Mitre successfully reinforced its status as a champion of the game’s true essence, connecting with a wide audience through a narrative that celebrated passion and community over perfection.