Role:  Concept,  Art Direction    CW:  Dave Ramirez      Agency:  Anomaly NY

To launch the new MCFC 2012 Umbro Kit we decided to try something new that's never been done before. Rather than asking MCFC's top soccer stars to launch the kit in a press conference (like its usually done), we decided to give that honor to 10 ManCity die-hard fans around the world. 9 stories were chosen from over 5000 entries around the world. With over 250K views, the films saw shirts being sent into space, trekking up the highest peak in England, and displayed amongst the busy streets of Beijing. 

The Launch Films

One of the winning entries came from die-hard City fan Dale Hudson from the UK, who suggested sending the new shirt into space via a special balloon.

This UK fan living in NYC wanted to launch the kit while doing kick-ups all over the Big Apple. 

Dalong from Beijing wanted to be the first to showcase the MCFC Away Kit in front of thousands of passersby in his city. 

Julian Dugard chose to launch the kit by wearing it while jumping out of a plane, something he'd never done before. 

Richard Jones from Manchester promised to launch the kit from Scafell Pike, the highest point in England. And he did.  

Darren Ball, a UK super-fan living in Abu Dhabi, launched the away kit from the fastest, tallest, biggest fill in the blanks in The Middle East.  Unfortunately, we had to cut out more than 70% of the footage which was shot in Dubai.