“BRAQUONS LES PROJECTEURS” (Let’s train the spotlights)


For the communication campaign used to reveal the kits of its partner clubs, Sportlab suggested its client UMBRO take on the “bad boy” image, which earned it notoriety in the past through the concept: LE RETOUR DES MAUVAIS GARÇONS (the return of the bad boys).

Using the lead-in “Braquons les projecteurs”, the campaign favours a “British” treatment combining style, elegance and humour, presenting the players like ‘gangsters’.