Gambler pops up in Shoreditch courtesy of Wolfpack

This week creative agency Wolfpack launches their new integrated campaign for Warrior Football, to launch the new Gambler boot, the second football boot from Warrior Sports.

With strategic focus on developing awareness of their new ‘control’ boot silo, Wolfpack will target 17 year old males through online and offline experiential activity. The campaign kicks off online with Wolfpack’s hyper-noir inspired motion graphic novel starring new Warrior signing Thomas Ince and Warrior Ambassador Vinnie Jones. To enhance engagement offline, Wolfpack has today opened a pop-up Gambler exhibition and shop in Shoreditch, East London, which will be open throughout July.

The online motion graphic novel tells the story of an orphan kidnapped into a shadowy corporate system who eventually escapes and using his natural skill, uses football to bring down the corporation. The story will be revealed over 6 online episodes through Warrior’s social media channels, website and will also be broadcast in various urban global locations in the build up to the on-sale date of 18th July. Wolfpack has strategically designed the pop-up store to bring the product proposition of control to life through engaging video content including the graphic novel, live music, promotional streaming (on and offline), and player appearances. The shop window will act as an additional portal to broadcast each episode. Pre-launch engagement has seen Wolfpack tease out the reveal of England U21 Thomas Ince and seed a video teaser starring Vinnie Jones to build momentum.

Wendy Taylor, global brand director of Warrior Football, said:

“We tasked Wolfpack to come up with a campaign that engages our young audience in a disruptive way and that also held their attention. Young males look for cool video content to share with friends as social currency so Wolfpack’s strategy for the Gambler campaign was spot-on. We’re looking forward to seeing the outcomes of this burst of activity as we look to cement our boots on the feet of the world’s budding footballers.”

Matt Bennett, founder and chief creative officer of Wolfpack, part of ZAK Media Group, said:

Warrior Football came to us to launch the Gambler boot and highlight their continued, aggressive expansion into the football market to a very targeted, independent thinking audience and we have created a story that should do exactly that. We’ve used the players in the story to highlight the fact that Warrior is a challenger brand, an alternative choice to the big two in the market. Creating this shadowy corporation, ‘The Division’ is our way of taking a cheeky swipe at the omnipotence of the two big brands controlling football.”