LONDON, UK — Premium British sportswear brand Castore has launched the latest OOH activation for its “Summer of Sport” campaign.
Working with creative agency FCB London, “Summer of Sport” is Castore’s biggest brand campaign to date, showcasing all the amazing sports it is part of.
Focusing in on the Wimbledon Tennis, The Ashes, and the British Grand Prix at Silverstone, FCB London needed to find ways to capture the essence of these world-famous sporting events and Castore’s position amongst it all. Its approach started with finding a tone that was true to Castore and versatile enough to work across all sports. The agency identified an empowered tone of voice that it could tap into that made
“Better Never Stops” stand out and align with its partners.
One of the key contributors to the brand’s success and reputation is the partnerships with legendary sporting teams and athletes, including the England cricket team, Oracle Red Bull Racing, and three-time grand slam winner, Sir Andy Murray.
The campaign’s hero creative is Wimbledon, a striking OOH of Andy’s hip Xray, which launched on July 03. This arresting work will run across sites in London, Earlsfield, and Wimbledon, the home of British Tennis.
The campaign’s other impactful creative for The Ashes is featured outside Lords in London, Edgbaston in Birmingham and Headingley in Leeds, coinciding with a summer full of men’s and women’s Ashes fixtures. Castore is maintaining its strong relationship with the England Cricket Board, with the Summer of Sport imagery flooding the inside of the cricket grounds during The Ashes series.
The final activation will run during F1 British Grand Prix from July 07 and features Sergio Perez, F1 Driver for Oracle Red Bull Racing. The creative will go live featured in the midlands and surrounding area of the Silverstone racetrack, the seat of the British Grand Prix.
The daring executions don’t need to show product and clearly communicate that Castore understands the sports it is so heavily part of.
The new positioning and brand partnerships will be hailed throughout the summer, with the collaborations being spotlighted within the several OOH placements nationwide, seeing a combined OTS of over 14 million.
Tom Beahon, Castore Co-founder, said, “We’re delighted to unveil Summer of Sport to showcase all the amazing sports and athletes we are passionate to work with, from Oracle Red Bull Racing to Andy Murray and the women’s cricket team. This summer, it was important to celebrate what Castore means to them and to the wider public. FCB London really understood us. In our biggest brand campaign to date, FCB London has captured our energy, passion of our brand and ambition for our business.”
“Castore is honored to work with big names within the sporting industry and the campaign pays homage to these partnerships. It’s an exciting time for Castore, and we’re determined to continue to build our important relationships with teams, athletes and our consumers”
Jack Walker, Head of Art at FCB London, said, “Castore has a hunger to be the best, that runs all the way through the company from the people that work there to the teams they sponsor. ‘Summer of Sport’ demonstrates that relentless spirit through a tone of voice and visual style that reflects the gritty truth of sport. The result is a campaign that feels emotionally charged and based off the core belief that ‘Better Never Stops.'”
The seasonal campaign continues throughout the summer.
CREDITS:
FCB LONDON
Chief Creative Officer: Owen Lee
Head of Art: Jack Walker
Creative Partner: Al Young
Creative Director: Ben Usher
Creative Director: Rob Farren
Strategy Director: Tom Lindo
Business Director: Emily Whiteaway
Account Director: Michael Freeman
Producer: Biba Thomas
Media: Smart Media
CASTORE
Global Head of Marketing: Saffron Milligan
Senior Marketing Manager: Sophie Smith
