Eyes on the prize
An animated advert showing an intense close up of bear eyes that open and scowl either side of a headline‘we see no more’
A mood film that introduces the new logo, celebrates the fans and champions the players.
A 360 promo video of the new kit details featuring energised claw marks and a closeup of the logo.
Collaborators:
Work produced at Mr B & Friends
Gold: Best Creative Strategy, Transform Awards Europe 2018
Big picture:
External Campaign
Art Direction
Kit design
Small details:
Merchandise
Bristol Bears rebranded back in 2018. We used the concept of a bear emerging from its hibernation to mirror the step up into a new league which allowed us to think about using light and dark within our executions. The eyes became a big focus when we were drawing the logo as they had to look fierce and hungry, but not too scary as we were trying to attract a younger fan base.
We added a blue glow to the eyes to help give the depth and fierceness in a way that still felt playful. We never got to create a launch campaign in the original brief, but this work was an exercise in exploration as to what that might look like with a new creative platform.
Eyes on the prize is the creative expression of the strategy ‘together we rise.’ It taps into the pride of the fans, the focus of the players and the ambitions of the club. This campaign leans heavily on the eyes of the bear, giving life to its expression and using that strength to galvanise the city of Bristol. We designed a kit of parts that stretch beyond the design of a home kit, but into a lifestyle brand in its own right.
The piercing blue eyes, the strength of the typography and the passion in tone all work together to make a statement; the fear of a bear leaving hibernation. Our launch campaign targets a younger fanbase with glow-in-the-dark stickers to plaster across the city and motion in OOH ads to bring our fierce demeanour out of hibernation.
