Yes, the players wear their team jerseys with pride, but it’s the fans who wear their team jerseys everywhere. Fandom thrives in the streets.
BETC realised that the culture of French legendary football club, Red Star FC, lives in the streets of greater Paris. So for the reveal of its new shirt, BETC is launching an innovative campaign Saint-Ouen club in the Red Star FC neighbourhood. It is using Google Street View to reveal its product.
BETC has made a Red Star FC digital lookbook shot in the Bauer Stadium neighbourhood. By taking a virtual stroll through the streets surrounding the Bauer Stadium, viewers can spot and discover the new home and away shirt models from the collection. And for this campaign, it’s not the players who are the stars but the Saint Ouen inhabitants – a group of girls, a skater, a pizza delivery guy and even some local celebrities like John Hamon and rapper Junior Bvndo proudly sport the colours of the club.
The campaign is called Our Shirt. Our Hood – in French, Notre Maillot. Notre Quartier – a nod to the club’s motto: Our Heart. Our Strength (in French: Notre Cœur. Notre Force.
The new home shirt keeps its historic green colour but comes with black sleeves, while the new away shirt becomes pink. The ambition for the new Red Star jersey is to move beyond being just a football shirt, becoming a fashion item while strongly reaffirming the profound tie that binds the club to its city and stadium.
The partnership between BETC and Red Star is a natural step for the agency that has a strong engagement in the Greater Paris territory. Rémi Babinet, Founder of BETC explained, “Our agency moved to Pantin three years ago because we predicted there would be an opportunity to experiment on every level and notably that of Greater Paris. Since then, we try to contribute by conceiving and creating concrete cultural actions concerning the Greater Paris area to hopefully help reveal the incredibly dynamic potential that surrounds us here. And that is how Red Star and we found each other.”
David Bellion, Brand Manager Red Star FC, commented, “Playing with Google Street View to reveal our shirts is to enter the matrix and putting Saint Ouen at the centre – showing our neighbourhood, the suburb, the soul of Red Star and its supporters. And always, more than ever, we find inspiration in reality.”
Credits:
Agency: BETC
Executive Creative Directors: Rémi Babinet & Jérôme Galinha
Art Director: Julien Vergne
Copywriter: Alexandre Girod
Head Of Digital Production: Bao Tu Ngoc
Client Director: Alexis Delwasse
Strategic Planning: Fanny Shin
Opération Street View Directors: Léo Haddad & BETC
Post Production: Okio
With the participation of : Junior Bvndo, John Hamon, Yb & Les Jeunes Du Redstar FC
Launch Film Director: Lily Rault
Producer: Wacko
Post Production: Saint Louis
Sound Production: Viceral Records
Brand Manager: David Bellion
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