An Insight by Andrew Howie
We are on the verge of a huge groundswell. We are under 100 days to the FIFA World Cup in South Africa. With that comes some amazing, and very expensive advertising. Every celebrity with an endorsement gets rolled out to be the backbone of brand campaigns. This leads to a huge amount of noise but some pretty cool work.
I have been working on a campaign for a large retailer who came to me asking for a ‘big idea’. Part of that is recognizing that you cannot outspend the big brands, so need to out think them.
As part of the strategy development we came across a really nice little insight. It is not the path we have gone down so I can share it with you safe in the knowledge I won’t get in trouble.
When supporting your team, all men are equal.( Meaning mankind)
I love this idea and it epitomizes for me the greatest thing about sport. As a supporter, when you pull on the kit, it doesn’t matter what you do for a job. You can have a stock broker sitting next to a plumber. It doesn’t matter the color of your skin. Whether you are black, white, yellow or blue. You needn’t even speak the same language.
When that uniform is on, you are one. For 80 minutes all differences are put aside, the little things are forgotten and you can get on with what really matters – cheering your side to victory.
Whilst it all sounds a bit simplistic, it is true. I think it is amazing that something so simple can bring about such a change in attitude.
On the flip side, people who are the closest of mates, or the most intimate of lovers, can turn on each other during this time. Husband and wife pull on the jersey before the match and become arch rivals. Sledging and arguing. Best mates going hammer and tong at each other til that final whistle.
Then, once that final siren goes, the world returns to its natural order.