In Spring 2012, Turkish Airlines and Manchester United linked up with internationally renowned, New York based artist Craig Redman for the airline’s new campaign ‘Passenger Portraits’. Redman produced one-of-a-kind, abstract portraits of Wayne Rooney, Ryan Giggs, Nani, Rio Ferdinand and Javier ‘Chicharito’ Hernandez. The portraits were exhibited in major airports around the world to announce Turkish Airlines’ arrival onto the world scene with a new trade mark.
Our task was to implement both the ‘Passenger Portraits’ identity and player portraits across all Manchester United platforms, in line with the launch of the campaign. The goal; to further promote the Turkish Airlines sponsorship in a fresh and noticeable way by joining the force of art with sports and using an unconventional, distinctive and modern message.
To reach an international audience we developed designs for use across outdoor, print media and web applications. On the 13th April giant adhesive vinyl versions of the iconic faces were installed on the windows of Old Trafford’s East Stand entrance. These, as well as a sequence of 24 colourful panels installed on the East Stand forecourt railings, were on display for a week until the 19th April. Most significantly, this seven day window coincided with Turkish Airlines’ sponsored game at Old Trafford for maximum exposure.
For the match against Aston Villa on 15th April, a four page print advertorial for United Review, the matchday programme, was created. We also felt it was important that fans were excited by the portraits and the Turkish Airlines identity. Five limited edition souvenir postcards were designed for fans to collect before kick-off, while five of the railing panels were replaced with black and white outlined versions for visitors to colour in themselves, allowing them to engage with the brand. Each of the players depicted in Redman’s work also took time out from filming the campaign commercial to colour and sign their own portraits. The players’ unique versions were auctioned to raise money for the Manchester United Foundation.