We’d like to congratulate client Kitbag for winning the Best Marketing Campaign at this month’s City of Liverpool Business Awards for the ‘Revolution, Evolution, Devotion’ campaign ahead of Everton FC’s 2010/11 kit launch. Kitbag, Everton’s official retail partner, was up against some fierce competition on the night including Aintree Grand National weekend, the Liverpool Embassy website and the Liverpool Marathon.
The award-winning campaign covered the launch of the club’s Home, Away and Third kits. The ‘Evolution’ theme referenced the traditional royal blue elements in the home kit beloved by Everton fans; the ‘Revolution’ theme was a nod to the forthcoming pink away kit which marked a drastic departure from the club’s previous strips; and the ‘Devotion’ theme was a reference the third kit, a special edition kit produced for the most diehard fan.
As Kitbag’s official creative partner, Photolink developed the concept for the whole campaign and produced all the imagery, design and copy. The campaign was then rolled out across a wide variety of online and offline platforms, including a series of huge projections to kick start the Away Kit campaign which were projected onto buildings in Liverpool City Centre.