Gillette World Sport, billed as the "world's most popular show", is broadcast in 220 countries and has now been on air for 20 years. Series producer, Sunset+Vine, commissioned Markell ID to rebrand the show. Over the last 4 years, we've consistently worked with the sports-branding specialists, Markell ID, on high-profile projects for clients such as The FA, FIFA and Al-Jazeera and this time MD Richard Markell hired us to help design and animate the Gillette World Sport in-programme graphics.The rebranded graphics marked a 're-rationalisation' of Gillette's sponsorship strategy; Gillette basically wanted to get more value from the show. They decided not to renew their football World Cup and David Beckham marketing deals and instead replaced them with the 'Champions' brand concept which involved signing Roger Federer, Tiger Woods and Thierry Henry as brand ambassadors to promote their premium shaving systems.
Like many big consumer brands, Gillette can be quite conservative but this year they were genuinely looking for a new visual direction, something more dramatic, dark and moody with a view to making the Champions an integral part of the programme.
