The away kit for 2009/10 took on an added dimension with a campaign of its own – ‘When the Nation Calls’ – using the new all-white colour to promote Aston Villa’s decorated involvement with the England football team.
At that time, Villa had a host of current internationals in the squad but, importantly, they had the record for providing the most Three Lions internationals – 73.
A microsite was created, which included, a full biography list of that illustrious list in a ‘Top Trump’ style carousel as well as obvious links to both pre-order and buy online.
Another interesting quirk of this kit campaign was the famous shot of Gareth Barry, wearing the new away kit, screaming at his team-mates.
It was used in programme and website advertising but, of course, Barry never went on to wear that all-white strip because he was sold to Man City before the next season began.
The club also purchased ‘light boxes’ which were constructed and used in all kit campaign imagery.
They were used again later that season for the ‘Wembelieve’ League Cup campaign.
Paul Brown 