KALVIN PHILLIPS
[
CP Company
|
Branded Partnership
]
2023
To celebrate C.P Company in their 50th year and to immortalise the Italian’s brand’s eternal impact on contemporary football culture, FALSE 9 led on the creative development and production of a 360-degree campaign to showcase the brand across Flannels retail stores.
Having just been crowned England's 2020–21 Men's Player of the Year, we returned to the streets of Leeds to discover how one of the continent’s most ferocious football cities fuelled the rise of Kalvin Phillips.
Kalvin’s personal journey - a proud Yorkshireman with deep ties to his Irish and Jamaican heritage - was explored through the streets of Leeds and explained through the impact that CP has had on the formation and identity of many different cities across the UK.
One night in Leeds with Kalvin Phillips and C.P. Company was immortalised across a suite of lead image and video assets that featured in digital and key retail locations around flagship Flannels locations in the UK.
The success of the campaign led to an 85% growth in unit sales compared to the period prior for C.P Company across Flannels retail stores.
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[ Results ]
85%
Growth in unit sales within Flannels compared to the period prior
250%
Rise in CP Company search terms in key Flannels cities - Leeds, Manchester & Newcastle
3x
Instagram engagement rate over the benchmark (18.27% compared to 5.04%)
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