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Umbro One Love campaign
Mark Peters : July 2nd 2005 - 20:30 CET
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NewsUmbro One Love campaign : One Love, the new campaign will underline UMBRO's positioning as a brand that is 100% dedicated to football in all its forms, with an in-built understanding of what the game means to its millions of fans and players around the world. One Love will encompass above-the-line communication, PR, events, brand experience, exhibitions, online campaigns and a global photography project, aimed at a primary target audience of 16-18 year old players and fans. The global campaign kicks off in Winter 2005, and will run up to and beyond World Cup 2006. One Love is designed to demonstrate UMBRO’s genuine passion and love for football, showing the brand’s understanding of what the game means to consumers around the globe.
Umbro One Love campaign'One Love' for Football
From a kick-a-bout in the hills of the Andes, to Michael Owen scoring in World Cup finals, football has a universal, yet massively diverse, appeal. The common link that bonds football players and fans across the world is their love of the game, regardless of money, glory or fame. As a brand that is inherently a part of football in all its forms, UMBRO understands this and, through One Love, aims to remind the world what football is really all about, and what makes it the beautiful game.

Umbro - Emotion, Passion and the Sheer joy
Adrian Cory, Director of Brand Marketing at UMBRO: "The collective spirit of the game touches people's lives in countless different ways. What truly draws people to the game isn't fame or money, it is the emotion, the passion and the sheer joy of playing football. At UMBRO we share that spirit, and One Love is our way of demonstrating our feeling for the game."

Opinion of Michael Owen, Real Madrid and England striker
Michael Owen, Real Madrid and England striker: "Even when you reach the top of the sport, all players still play for the sheer love of the game. When I'm on the pitch or the training ground, what drives me on is the passion that I have for what I do, which I've never lost. I've always played the game because I love it and for me that will never change."

Part of the campaign will include the Global Photography Project
Levon Biss - a photographer with London based agency RPM Photographic - is currently travelling the world, visiting over 30 different countries to capture football in all its diverse forms. Covering North & South America, Europe, Australasia, The Middle East, China, Japan, Russia and Africa, this will be a truly global portrayal of the sport. Levon will capture images from the real grass-roots of the game, all the way through to the 150 or more professional teams and clubs that UMBRO are involved with, showcasing the passion, commitment and love of the game that unites the world.

One Love imagery - Exhibited to the public
A selection of One Love imagery will be exhibited to the public around the world through traditional galleries and through specially created city-centre exhibitions, bringing the images to the football consumer ahead of World Cup 2006. A book of One Love imagery will also be published in May 2006 by Profile Media Group.

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