Skip to content

Fresh Picks July: A Football Dream and Melting Ice Cream

8th August 2022


It's been a historic month so of course we're covering campaigns focused on the Women’s Euros and our recent warm spell! We also spotted a great new rebrand alongside even more stupendous stamps.

Gemma’s Pick – BBC Sport’s We Know Our Place

Hopefully, you will have seen that the UEFA Women’s Euros took the nation by storm this summer and made history by beating Germany 2-1!

The competition was hosted in England and attendance records were smashed with every game. While watching one of England’s games on BBC1, I caught their new 60-second trailer for their women’s sport campaign, titled ‘We Know Our Place’ and it left me with goosebumps.

Released to celebrate how far women’s sport has come, the trailer challenges out-dated perceptions by taking suppressing statement that women in sport should ‘know their place’ and repurposing it to give it a confident new meaning.

Featuring stars including Lucy Bronze, Kadeena Coz and Nat Sciver, it highlights the passion, dedication and success of female athletes and how it can inspire the next generation of young girls to follow their dreams and succeed in the sports they love. Be sure to give it a watch!

Laura’s Pick – Magnum’s Melted Adverts

Something that caught my eye in July was a reactive advert shared by Magnum in response to the absolutely scorching weather. The out of home and online adverts popped up for 24 hours on the hottest day of the year, showing a magnum at various stages of melting, with the tagline “On the hottest day ever, enjoy it before it melts”.

The adverts were placed in bus shelters across London and across social media platforms. They caught my eye for a few reasons, 1. I’m so used to seeing polished and well put together pictures of food products in adverts, this was very different and eye-catching. 2. I’m a fan of brands attaching and involving themselves with trending topics, key events and news, it’s a great way to get noticed. 3. On the hottest day of the year, I had thought ‘I could do with an ice cream or lolly’ several times and I definitely wasn’t alone, so it was a clever move by Magnum!

Jai’s Pick – Everton FC’s rebrand

July saw London based brand agency DixonBaxi launch its rebrand of Everton FC. The aim of this collaboration was to create a new identity for the club that will lay the foundation for its digital first future, whilst also staying true to its roots and fanbase. For over 140 years Everton has moved football forwards and grown as a club thanks to their dedicated players and fans. Now felt like the right time for the club to enter the digital age with a modern rebrand from top to bottom.

Everton were keen on a bold design which brought a fresh take on its heritage. At the heart of its new identity is Prince Rupert’s Tower, which forms the centrepiece of the club’s crest. The rebrand features the towers’ already iconic pointed silhouette as the focal point, symbolising everything Everton stands for. Even the custom typeface, Rupert Condensed, is based on the Tower with the same dynamic angles. The brand also features three different colour palettes to help it suit any occasion.

Personally I think DixonBaxi have hit this one out of the park, the rebrand looks really smart and is the perfect fusion of modern and classic design. The overall aesthetic of the identity feels premium and aspirational. The key part of the messaging is the phrase ‘Everywhere is Everton’. This sums up the way in which the rebrand celebrates the club’s heritage and sets it up nicely on a global scale.

Dan’s Pick – Interabang’s Commonwealth Stamps

After choosing Royal Mail’s recent stamp collection celebrating Pride for my Fresh Pick last month, I’m back with yet more stamp goodness. London based agency Interabang have recently released their collection of eight stamps to mark the upcoming Birmingham 2022 Commonwealth Games.

The mixture of geometric illustrations and vivid colour palette really caught my eye. The abstract nature of the illustrations help depict movement and energy. Of the 19 sports and eight para sports in this year’s games, Interabang chose to depict diving, boxing, para table tennis, para powerlifting, gymnastics, mountain biking, athletics, and wheelchair basketball.