Strike a Pro’s

The ask.

Create a feel-good hero film and club-specific social cutdowns to launch Kellogg’s 2025 Football Camps shirt with a twist. The concept centred around a surprise moment. Unsuspecting kids aged 8 to 10 were invited to a fake kit photoshoot, only to be shocked when their football idols stepped out from behind the camera disguised as crew.

BearJam was brought in to deliver full production across

• Two shoot days in Manchester and Birmingham

• Nine professional players including Erling Haaland

• A cast of brilliant kids

• A full suite of deliverables including hero film, club-specific edits and platform-optimised formats (1x1, 4x5, 9x16, 16x9)

• Storyboarding and creative development to shape the three-part surprise structure

The result.

A joyful and sharable campaign that delivered on emotion and engagement. The content captured raw, heartwarming reactions and brought fans closer to their heroes, blending playful charm with polished production.

The campaign performed strongly across social platforms, with tailored edits resonating across both club and Kellogg’s channels. For BearJam, this was storytelling at its most fun. A football-filled feel-good project brought to life through strong collaboration with The Romans and executed with care across locations, players and platforms.