ESPN poster campaign.
Within the competitors of UK sports satellite channels, Sky Sports has been dominant for a number of years. Many competitors have tried to rival Sky Sports, although have failed to do so for various reasons. However, in 2009 ESPN launched its UK channel, which hosted a vast selection of sports, such as Premier League football, Cricket and much more. As ESPN is such a well-established sports brand, due to its dominance in America, ESPN’s brand is clearly a worthy competitor to Sky Sports.
For this campaign I wanted to depict that ESPN has a well-established history of televised sporting coverage. To do this I wanted to focus on an aspect of sport that was always changing but was iconic to that period. Something that a younger audience could be made aware of and compare it to present day.
A suitable focus I found was iconic haircuts that were categorised to a specific decade. I chose six different sporting icons from both football and cricket, whose haircuts worked as a timeline through the decades to present day. I developed a concept that would erase the face of the sports star, so the viewer is required to work out who the icon is just by their haircut. Changing fashions is something that sporting icons are widely renowned for in the same way pop stars.
