Having completed the launch of the Puma Arsenal Home Kit in June, innovision was tasked with creating another experience that was 'Powered by Fans'; using local supporters from the region as a key ingredient to energise the big reveal execution.
innovision designed a giant 5m high 3D torso as the centrepiece of the stage, set against a 15m x 5m LED wall. Hundreds of local fans sang a classic Arsenal away chant to power the countdown to the launch before a graphical 'lightning storm' struck the LED walls. A projection mapped sequence gradually revealed the new kit, stitching the new shirt to the torso. Completing the launch, 10 Arsenal first team players entered the stage fully kitted out in the new strip, to the delight of the live and digital audiences.
To increase the Singaporean fan engagement with their footballing heroes, innovision also designed, wrote and delivered a live action gameshow called the Arsenal Singapore Showdown. Local 'super fans' were selected from the audience to captain the two teams, which were each made up of five first team Arsenal players. The three-round gameshow, which was streamed globally following the big reveal moment, required Fan Captain and player collaboration as they undertook humorous challenges relating to their Arsenal knowledge, squad personalities and freestyle footballing skills.
The Away Kit Launch in Singapore comes almost a month on from innovision unveiling the new home kit at Emirates Stadium in London.
Lauren Rutherford, production account director at innovision, said, "The demand for the new Arsenal kits post launch has been unbelievable. Puma tasked us to be innovative and I'm just so delighted that the launches not only met the creative challenge, but also smashed all retail projections."
(Jim Evans)
