Ad of the Day: Chelsea FC tease new identity with kit launch campaign
Chelsea stars come together in ‘We Burn Blue’ campaign, which draws on a flame motif found on the new home shirt.
Uncommon has created a home kit launch campaign for Chelsea FC, which introduces the idea that blue is the hottest part of a flame.
Stars from the men’s and women’s first teams, including Cole Palmer and Sam Kerr, feature while flickering blue flames lick and curl, mirroring those seen on the new shirt.
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Uncommon worked with DJ and producer Joy Orbison on a bespoke version of his hit Flight FM to soundtrack the film, which will be used alongside outdoor and social assets.
Bespoke typography and a redrawn lion feature in the film and form the basis of a new visual identity, using the phrase ‘CFC London,’ which will roll out further later this year.