We are Football

Mitre

Mitre asked us to create an educational campaign, reasserting them as the go- football brand for players at all levels of the game.

‘We are Football’ was born. Directed by David Lieb and shot by Dean Martindale, it featured real players and coaches in authentic environments, from professionals training for the next big match to friends having a kick about on the street.

We called up a team of ambassadors (including Northern Ireland International Laura Rafferty) to represent each of the three ball ranges; professional, match and training. We shot them using real 35mm film to give a raw, true-to-life feel across both video and photography assets.

The imagery was further brought to life in a fully designed campaign toolkit, featuring fonts inspired by football shirts past and present. We also used a colour coding system based on shades of green found on freshly mowed pitches to help direct people to find the right ball for their style of play. The toolkit showcased best practice across digital, social, retail and OOH advertising.

Made at Mercieca
Creative Direction: Pete Calvert
Director: David Lieb
Photographer: Dean Martindale