Kitbag.com: Earn your shirt - Sudoku

Credits & Description:

Brand: Kitbag.com
Media: TV
Category: Retail services
Agency: H4B
Geo: United Kingdom
Kitbag.com: Earn your shirt - Sudoku
Advertising Agency: H4B, UK
Director: Kyle Shepard
Production company: Dafty TV
Creatives: Tom Richards, Jon Chapman, John McPartland, Angus Prior
Photographer: Dan Walmsley
Kitbag.com was known for football shirts, not rugby shirts. They wanted a campaign that would change that. Our idea was simple: we know rugby players go to great lengths to earn their shirts, but how would a fan earn theirs? Working on a tiny £24k budget, we brought in talented comedians, rugby legend Brian Moore and created a series of comical videos designed to get fans giggling. The videos amassed 315,000 views and 7,000 likes during the World Cup, resulting in £700k of sales – 16% above Kitbag’s target. And, despite England’s calamitous performance, Kitbag sold out of England jerseys. Winner!