Main Event Rebrand
The Main Event is multi-platform brand that appeals to a broad demographic of contact sports lovers. We were briefed to give the brand a complete overhaul, creating a design solution that appeals to its core audience’s values: edgy, disruptive and full of self-belief. With a simple overarching concept that asks them: What Is Your Tribe?
Each tribe is represented by an M or E, with a launch film that establishes both marks and demonstrates how the tribes wear them with pride. The launch film soundtrack featured a re-recording of Frankie Goes to Hollywood’s iconic Two Tribes by Chaii, an edgy female rapper who took the track in a darker, more contemporary direction.
Supporting the tribal concept is the mechanic of ‘conflict’ and ‘contrast’. In-show graphics contrast pristine leather with distressed textures. Channel idents feature conflicting messages such as ‘rags to riches’ and ‘pain and gain’. While the soundscape disrupted classical music with contemporary styles. In OOH, press and social we introduced the tribal ME to represent each fighter and brought the #whatsyourtribe to print and social channels.
The rebrand explored social purpose too, and launched a charity across Australia that helps underprivileged children get into boxing. The ‘Give a F*ck about ME’ campaign went live in early 2022.
