This was Aston Villa’s second season with Nike as kit sponsors and, importantly, the first campaign with Acorns as shirt partners – a historic agreement welcomed by owner, manager, players and staff.
The emphasis for this campaign changed, with settings around Birmingham put to one side and pre-match images incorporated.
The idea was to show ‘motivational’ images of Martin Laursen, Ashley Young, Gabby Agbonlahor and Marlon Harewood wearing the new kit in the setting of ‘the build-up to the game.’
The images were taken at Bodymoor Heath and then superimposed on to evening stadium shots.
There are two very interesting facts about this campaign.
First, Gareth Barry appeared in the initial draft photographs but was removed for the final production due to uncertainty about his future.
He was the main player on the home kit tunnel departure shot but was replaced by Agbonlahor while he was also the main player inside the tunnel shot but, again, was this time replaced by Laursen.
Second, if you notice, the background on the home kit tunnel departure shot isn’t quite right – and deliberately so.
It actually shows a merged Trinity Road Stand and Holte End.
This is evident because the giant flag has only ever been used in the Holte End, even though here it is shown in the Trinity Road Stand.
Another huge project for the marketing and digital teams – and another successful one.
Paul Brown 