Fila Bureau of Investigation

Michael Gregor & James Perea

Brief Summary

• Bring Fila to a new generation of „geezers‟ – 16-25 year old males with a passion for 80‟s Casuals fashion.

• Simultaneously portray women as equals in a male dominated scene, promoting Fila‟s female clothing range and attracting a female following.

• Avoid hooliganism, excessive violence and swearing to reflect the changing nature of football culture, which is now starting to focus on equality and witty banter rather than violence and bigotry.

Positioning

TRENDYNESS

PR

ICE

Target Audience

• The male audience we are trying to attract are affluent geezers. They have spending power and are very much involved in football culture.

• Frank Skinner and Tim Lovejoy are two good examples of the type of male our advertising is aimed at.

Target Audience

• The female audience we are trying to attract are affluent ladettes. They also have spending power and are in touch with football culture.

• Kirsty Gallacher and Helen Chamberlain are good examples of the type of female our advertising is aimed at – Chamberlain, who presents TV show SoccerAM, is a devoted Torquay FC fan and is skilled at both darts and poker.

Concept

• The Fila Bureau of Investigation are a fictional secret agency dedicated to stamping out pansy behaviour.

• The style of this campaign is graphic novel/film noir, similar to films Sin City, Kill Bill and The Warriorz.

• The agency‟s enforcers (see left) collect evidence before bringing in persistent offenders. Rarely, when the case is serious, felons are brought before The Gaffer.

Campaign Logo

Character Profile

Online Ads

• These graphic novel style online banners have striking visuals and text to attract the viewer‟s attention.

• As well as introducing the characters, clicking on these banner‟s will take the viewer to the Fila Man-management Facebook group page.

Character Profile

Online Ads

• Examples of the placement of

these online banners are

magazine websites such as

World Soccer, Mixmag and

SoccerAM.

Fila Man-management

Social Networking

• We created a Facebook profile for The Gaffer. This shows an insight into what he looks like and what he‟s all about.

• Then from this profile we created a group called „Fila Man-management‟ –The Gaffer wants you to bring him pictures, stories, jokes and banter about your fairy friends.

Fila Man-management

Social Networking

www.facebook.com

FILASHAMED

Print / Ambient Ads

• This series of print ads are

leaked photo evidence of The

Fairy‟s pansy-like behaviour, all

of which have been branded by

the agency‟s „FILASHAMED‟

stamp of conviction.

FILASHAMED

Print / Ambient Ads

• These print ads will be strategically placed in busy places such as Tube stations, in a manner as if somebody had actually put the pictures up by hand, pinning or blue-tacking over the top of the poster cases rather than inside them.

• This creates an ambient effect that somebody to do with the Fila Bureau of Investigation is actually out there, which brings the story to life.

FILASHAMED

Print / Ambient Ads

• This also doubles as a print

campaign for men‟s magazines

such as FHM, Loaded, NME,

Mixmag, World Soccer, etc.

The Fairytale

Viral Ad

• „Friday‟ by Rebecca Black has received over 141 million views on YouTube. The „Related Videos‟ are also viewed in their millions.

The Fairytale

Viral Ad

• Here is the story of a Rebecca

Black fan whose dance blog to

„Friday‟ goes terribly wrong...

The Fairytale

Viral Ad

• The video will be tagged on Youtubewith words such as “Fairytale Fila Viral Advert Rebecca Black Friday Fila Bureau of Investigation The Gaffer”.

• As the idea spreads, it is then easy to find, whether you stumble across it searching for “Rebecca Black Friday” or are searching for it as a Fila viral.

Music

• Research into the Casuals subculture within which Fila is rooted suggests that after football, a Casual‟s next favourite pastime is music.

• We decided to match a more contemporary style of music than the usual 80‟s soundtracks in order to bring Fila into the present age.

Thank you for your co-

operation. Have a nice day.