Umbro Design & Branding Medusae Boot Launch, 1 by Love

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Medusae Boot Launch, 1

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market United Kingdom
Agency Love
Released January 2016

Awards

Roses Creative Awards, 2016
Design Packaging Gold
Craft Use of Illustration Silver

Credits & Description

Agency: LOVE
Client: Umbro
What do you call a football boot that combines all the benefits of a classic leather boot with all the attributes of a lightweight synthetic boot? Magic. Introducing the “Medusae" from Umbro.
A magical boot deserved a magical piece of packaging. The packaging for the boot should create the same wonderment in those who receive it that will be created by the players wearing it.
A limited edition box arrived, replicating the back of a playing card. When recipients opened the box they found an empty space, however, when closing the box, the magic was revealed. Out of a secret compartment, the boots appeared.
This left them in no doubt that this boot was something different. Umbro really did provide something worth talking about.
The packaging was part of a wider campaign including a sell in film demonstrating the magic involved in developing the boot. A key visual replicating the packaging and a launch film was shot with a magician, further helping to bring the magic story to life across consumer touch points.