The brief was to create a Christmas advert for Celtic Football Club for use online and across various social media platforms. The purpose of the ad was to generate awareness and interest in Celtic FC’s festive merchandise on the high street as well as online. Key points were to highlight what it means to give or receive a Celtic FC gift at Christmas time, emphasise that Celtic FC is a family club and appeal to wide demographics.
After several #TeamTanami brainstorming sessions, we collectively agreed on the idea of a young Celtic fan having an imaginary friend – who happened to be Scott Brown! After a successful pitch to the club’s marketing team, we created a storyboard, compiled a detailed shot-list and began the casting process. The shoot took place over a single day before we got stuck into the edit process.
The video received an enormous amount of praise from fans and journalists alike and generated almost 1 million hits online in a matter of weeks. It was also featured on the Celtic FC website as well as on their social media channels with the resulting PR creating a huge buzz. Print media coverage standouts included The Metro, The Scottish Sun and the front page of The Daily Record. Online highlights included The Telegraph, The Mirror and of course The Sport Bible – “Celtic’s Christmas Advert Is Way Better Than John Lewis” – who are we to disagree?