Irish advertising agency Boys+Girls created a worldwide AR campaign for Chelsea Football Club which is supposed to draw millions of views. Boys+Girls worked on the campaign for Three UK’s mobile network.
The agency has designed what they say as the world’s first virtual jersey launch, including the development of AR jersey that anyone can try on.
The campaign simulates some of the characteristics of augmented reality, which requires a user taking an upper-body selfie photo and forwarding it to a WhatsApp number. While AR requires advanced depth sensors for certainty, the Boys+Girls campaign can use ordinary smartphones.
Jersey launches are big business for football clubs, with purchases amounting to millions of dollars worldwide for Premier League clubs. Chelsea is one of the world’s top 10 teams in terms of revenue and value.
“We’ve worked successfully with Three Ireland for many years and are delighted to be expanding our partnership with Three to include the UK and the activation of this main title sponsorship of Chelsea FC. The agency has developed a unique co-branded identity for the global sponsorship that works across everything from stadium advertising, LEDs, web, and social.” – Pat Stephenson, founder of Boys+Girls.