21 April, 2008 – Silver Films 'brings it' online for Umbro
Silver Films has produced a short promotional film for Umbro to support the sportswear company’s ‘Bring it on’ campaign.
The campaign, launched by Umbro earlier this year, challenges the current status quo of football and focuses on giving the game back to the fans. Silver’s film illustrates this through a series of rousing crowd and fan images from football clubs around the country and stars Mancunian freestyle footballer, John Farnworth, who was discovered by Silver ‘performing’ outside Manchester’s Arndale market. The film, directed by Oli Holt for Silver Films, is to be used below-the-line on www.umbro.com and will also be distributed virally by Umbro as part of the overall marketing campaign for ‘Bring it On’.
Silver Films’ director, Richard Oliver, comments, “ Umbro’s campaign is real, passionate and challenging and our brief was to bring the ‘Bring it On’ manifesto to life. We’ve achieved this through using images of real football fans, shot both at football clubs and around the streets of Manchester, demonstrating their commitment to the game. The black and red treatment we’ve applied to the film gives it a gritty feel whilst the ‘Blue Honey’ soundtrack from Pop Levi, arouses feelings of passion and emotion.”
Umbro’s Director of Global Brand Marketing, Paul Nugent, adds, “Bring it On is all about engaging with fans and facilitating their voice on the real issues in football. There will be a major push for the campaign through a global fans survey on www.umbro.com, which is where Silver’s film will play a key role in illustrating what the ‘Bring it On’ concept is all about. The campaign will also manifest itself through a variety of marketing touch points including perimeter boards in stadiums, product ads featuring our lead players and PR support.
Source: Silver Films press release