A selection of Chelsea FC players including John Terry, Fernando Torres, Juan Mata, Gary Cahill, Petr Cech, Eden Hazard, David Luiz and Oscar were covered in blue paint for an adidas campaign to open pre-orders of the Chelsea team 2013/14 home shirt. The catch – orders opened before fans could view the new kit.
The campaign sees the Chelsea footballers doused in blue silicone paint and features the line “It’s blue, what else matters”, highlighting how true fans don’t need to know anything about the new shirt other than that it bears the club’s colour.
Aired first during half time of the Chelsea v Sunderland Premier League game and rolled out across TV, digital, press, outdoor and social media, the campaign resulted in unprecedented interest, leading to the shirt selling out pre-season.
A 10 Group production, directed by Mark Zibert. Campaign by The Corner.