ILLUSTRATIONS AND
STORY TELLING FOR MCFC
The background
Manchester City, and their Official Water Technology Partner, Xylem, approached Think to help create a water guide for their fanbase. Used in conjunction with their “The End Of Football” campaign, the Water Hero Playbook highlights small changes fans can make to their everyday life that will have a big impact on reducing their water footprint. This was part of a wider sustainability programme aimed at increasing awareness of the issues facing the world about water supply.
Think were commissioned to produce 11 concept based illustrations to visualise the key messages and then produce a digital playbook available for download.
The approach
The campaign is set in 2045 in a drought ridden world and the guide needed to bring to life 11 water wastage facts through Manchester City inspired illustrations.
Think worked collaboratively with the team at City Football Marketing to agree the scenario and produce the concepts for each of the facts. These started with pencil sketches and worked up to finished illustrations.
As part of the brief, the design was to follow a similar look and feel to illustrations they had produced recently on social and across the website. The level of detail required to effectively communicate each fact, with a dystopian twist to reflect campaign, meant the style had to evolve. However the design still followed MCFC guidelines.
The guide is designed to work on a smartphone but also be printed and can be found on the website.
The campaign video can be found here
The results
“Great to work with, had a long-term partnership since Think starting trading (and before).”
PATRICK GALLAGHER
HEAD OF MARKETING
BALFOUR BEATTY
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