Boys + Girls has officially announced a new global campaign for Three UK’s shirt sponsorship of Chelsea FC. The work follows the agency’s appointment to handle the deal after pitching against the highly-rated Wieden + Kennedy network. Boys + Girls worked with Nexus Studios in creating a virtual launch using augmented reality (AR) to allow fans jersey try-ons.
Only available on WhatsApp, the mechanic means simply taking a selfie and sending the image to a specific number. A new image is then sent back showing fans in the new Three-branded kit. To promote the sponsorship, the campaign was pushed out across Three’s and Chelsea’s social channels, mainly on their high-scoring Instagram and Twitter platforms.
Boys + Girls developed a three-year positioning and platform called ‘Connect the Game’.
Boys + Girls has also rolled out a co-branded identity for the global deal which works across stadium advertising, LEDs, web and social that went live simultaneously. Agency founder Pat Stephenson said the Three UK win poses a “massively exciting challenge” and he described getting to work with a Premier League club of Chelsea’s stature as “fantastic”.