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leicester city

Supporting an incredible sporting story
A champion campaign
In one of the greatest sporting stories of all time, Leicester City’s fairytale 2015/16 season led to the club clinching the Premier League title.
During the final stages there was an unbelievable buzz about the possibility that the club could defy the odds and become champions ahead of the likes of Arsenal, Manchester City, Manchester United and Chelsea.
Puma, the club’s kit partner, wanted to capitalise on this excitement by creating disruptive social media content to promote both brands, connect with fans and admirers, and get #FearlessFoxes trending till the last match.

Read on to see how we teamed up with Social Chain for a cup-winning campaign and the big challenges we faced…


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the right


Online, content is king – and video is the strongest ‘king’ of all.
Puma wanted to produce a series of engaging videos and GIF content to be distributed across Social Chain’s network of hugely popular football-related Twitter communities.
Each piece needed to be noticeably different in style and harness the raw emotions circulating online as the excitement, and tension, mounted.
Capturing the action
We also had to be reactive and topical, with new content after every key match.
However, due to the time and the costs required to licence Premier League footage and image rights, we couldn’t use any existing footage or still images – and the clock was ticking….
Luckily, we love a good challenge!  Our filmmakers, designers and animators got their pencils and pixels at the ready and worked together to deliver a fantastic suite of content.

Our a-ha moment

To commemorate what the Leicester Mercury called “one of greatest [goals] in Premier League history” we created a sharp, fluid animation.
One of our designers has a huge love for a-ha and had been aching to get her teeth into a frame-by-frame animation in a similar vein to the classic video for ‘Take on Me’.
After a brainstorm, we decided it was a brilliant idea, but conceded there wasn’t enough time to produce it, and put our thinking caps on again…
However, you should never underestimate a die-hard a-ha fan.
When we reconvened the following day, our designer had spent her evening putting her delicate touch to a brilliant animation.  Puma, Leicester City and Social Chain loved it, and this content kicked-off the whole campaign.


With #FearlessFoxes gaining serious traction, we needed a follow-up that was just as inventive.
This time we created a video retrospective showcasing all of Leicester’s great moments from the season so far.  Again, the restriction on available assets really tested our team.
A classic revival
We concentrated on the word ‘retrospective’, especially the ‘retro’ part, to shape the next part of our next cunning plan.
No self-respecting child of the 90s went without playing what has been recognised as one of the ‘Ten Most Important Video Games of All Time’ (according to no less than Stanford University), Sensible Soccer.
We decided that a modern 8-bit retro tribute to this cult classic, combined with a hand-picked selection of #FearlessFoxes memorable moments, was definitely the way to go.
Building momentum
Distributed via Social Chain’s extensive network, and pushed out by both Puma and Leicester City directly, the campaign was a huge success.
Legendary rock band (and Leicester born-and-bred) Kasabian loved our 8-bit video, and posted it on their official Facebook account, netting well over half a million views alone.
Twitter also went crazy for the retrospective, with SoccerBible and other popular platforms even writing articles about the video.

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