Nothing Butt The Shirt
To celebrate the 2024 Euros, we teamed up with BEST Leeds and BeardMeatsFood to create Nothing Butt the Shirt—a campaign video that puts a playful twist on vintage football culture. Built around a classic 1992 England shirt from BEST’s store, the concept follows one man (played by BMF) living his entire life in his favourite kit. Mowing the lawn, drinking coffee, going to work—it’s all he wears. Literally. Narrated by his on-screen wife, the film ends with a cheeky reveal and the punchline title.📺 Watch the film on Instagram or YouTube👕 Vintage kit supplied by BEST Leeds
Project overview
We created a short-form campaign film built for Instagram and social media—highlighting football fan culture, retro fashion, and that one shirt everyone refuses to take off. The video was shot with a cinematic feel, combining staged lifestyle scenes, voiceover narration, and a playful final twist. Our crew managed all aspects from concept development to production and post. Alongside BeardMeatsFood, we collaborated with Marcos Avlonitis and Rob Caddy to bring the vision to life. BEST Leeds provided the kit and shared the film through their own social channels, where it gained strong traction.
Project results
With a single retro shirt, the right casting and a strong idea, we created a campaign piece that connected with fans and felt made for the moment. Fun, fast and effective content that sticks.
For an account with roughly 1,000 followers at the time, the post smashed expectations.
Key outcomes include:
- 84,224 video views
- 46,923 reach
- 2,480 likes
- 106 comments
- 86 saves
- Profile activity up 23 clicks
- A strong bump in brand visibility for BEST Leeds during the Euros
