Background

Building on a 20-year strong relationship between Nike and the Carlton Football Club, the in-house team saw the opportunity for a special release guernsey that reflected the Club’s physical and spiritual home; Lygon St, Carlton. The Blueout guernsey was born, old dark navy and bluestone.

Idea

To promote the guernsey, I created a series of videos. The primary film featured the young stars of Carlton wearing the guernsey in iconic spaces around Lygon St and Carlton. These were interspersed with visuals of the bluestone alleyways and foundations that the suburb was built on, also a design feature of the guernsey. A tribute to a suburb.

A secondary film showcased the features of the new home guernsey, also released as part of the suite.

Impact

On release, the content drove a 100% sell out of the guernsey within weeks of it hitting the market – a first for Carlton limited guernseys.