Different League

Client: Mitre

A brand film in the form of a football and culture documentary detailing a televised second round game in the ‘21/22 FA Cup between 7th tier Buxton FC vs League One’s Morecambe FC.

Buxton FC were attempting to progress up the football pyramid. The by-product of their local owner’s investment was a renewed relationship with its supporters. A new all-weather pitch meant that the local community were coming back to Buxton FC. The BBC decided to feature the game with full match coverage as Buxton FC were the lowest ranked team still in the cup after the preliminary rounds which historically and uniquely feature clubs from all levels of the football association. This was a momentous occasion for the club, the players and staff and the community. For Mitre, it was our opportunity to bring to life the new positioning of ‘Real Football People’ and launch our new brand campaign ‘Different League’. Deliberately moving away from the wealth and and glamour associated with Premiership and Champions League football, We targeted the men and women still playing and coaching who discovered their love for football in Mitre’s heyday of the 90s. This documentary was for them. The Mitre brand marketing team loved the idea of this film so much they commissioned extra budget, and they loved the early rushes and live content so much they brought its launch forward. We filmed over the day before the game and match day. We edited within a week of filming.