Hummel - Brand Campaign.
Zero H2O, putting the colour into football, without water.
Eight clubs - ZeroH2O.
Following the strategic alliance presentation (see brand strategy case study) given to eight professional football clubs here in the UK on behalf of Hummel and Yeh Group, a campaign was created around putting the colour into football, without water.
After collective agreement on the name of the campaign, talented graphic designer Kevin Wilson created the ‘ZeroH2O’ logo that would appear on the shirts of Everton FC, Glasgow Rangers, Charlton Athletic and others, in time for a new football season.
Creating change through sport.
A brand known for its ethos of ‘creating change through sport’, Hummel worked with innovative fabric manufacturer to provide kits for the clubs coloured using their ‘Drydye’ process, one that dyes fabric beautifully, without using water, and therefore without creating wastewater.
Clubs were provided with still and video content that would support their pre-season kit launch campaigns and raise awareness with fans and players alike that their club were playing a part in tackling the environmental challenge of increasing water scarcity across the globe.
Presenting the facts.
Presenting the facts to club marketing teams, it was immediately clear to me that they bought into the campaign, without exception. In fact, the presentation day was memorable for the effect that the facts had on some.
Who would have realised that it would take 25 litres of water (that’s 50 of those bottles in the fridge at the supermarket) to dye just one single shirt, before going back into the ecosystem as wastewater? With water running instantly from our taps, who would have thought that 40% of the world’s population are affected by clean water scarcity?
Telling the story.
To support the ‘ZeroH2O’ story, clubs were also provided with materials that would help them tell the story of the campaign for media, partners, sponsors and supporters. These materials brought the importance of water and colour to the fore, showing how without them there could be no football.
Project undertaken when Creative Director of Seventy7 Group.