Our Shirt, Our Hood
Red Star FC
Issue 52 | September 2019
Agency
BETC
Creative Team
Executive Creative Directors: Re´mi Babinet, Je´ro^me Galinha Art Director : Julien Vergne Copywriter : Alexandre Girod
Production Team
Head Of Digital Production : Bao Tu Ngoc Post Production: Okio
Other Credits
Associate Director: Mathieu Laugier Strategic Planning: Fanny Shin Client Pre´sident: Patrice Haddad Brand Manager: David Bellion DGA: Alexis Delwasse Communication Officer: Paul Ducassou
Date
June 2019
Background
Red Star is the second oldest football club in France and is currently in the Championnat National. It has a relatively strong fan base in the northern suburbs of Paris around Saint-Ouen.
Idea
To launch its new shirt on its home turf, Red Star FC became the first brand to use Google Streetview to reveal a product, making a digital lookbook shot in the neighbourhood close to their own Bauer Stadium.
By taking a virtual stroll through the streets surrounding the stadium, the viewer can discover the new home (green with black sleeves) and away (pink) shirt designs. Rather than the players being the stars, it is the people of Saint-Ouen who feature: a group of girls, a skater, a pizza delivery guy and even some local celebrities like John Hamon and rapper Junior Bvndo proudly sporting the club colours.
Results
The media coverage reached around three million people. L’Equipe, the French sports publication, wrote about Red Star’s new jersey alongside Barcelona’s and Arsenal’s, which was good for a small club to be bracketed with those giants of the game.
Our Thoughts
How do you turn a replica jersey into a fashion item? By making it cool, doing something that hasn’t been done before.
In terms of brand engagement, I’d love to know what the average time spent wandering around Saint-Ouen in Streetview was. I have just spent about four minutes there.
When I worked at Google, I couldn’t ever get the Streetview engineers to be at all accommodating, no matter how interesting the idea, so congratulations to whoever it was who got them to help out.