Chelsea Football Club and Chelsea Foundation have just unveiled a new campaign for the holiday season, aiming to tackle homelessness in London during the coldest time of the year.
Directed by Peter Franklyn Banks and produced by KODE, "Wrap Up Warm" features star midfielder Cole Palmer and the diverse Chelsea family of star athletes like Sam Kerr and Christopher Nkunku.
They are joined by a small group of true Blue Chelsea fans, including rapper Central Cee, Madness lead singer Suggs, and blues legend Jimmy Floyd Hasselbaink.
View this post on Instagram
Teaming up with several charities, the club will be collecting donations of warm clothing from its fanbase and local residents at designated drop-off points during upcoming matches.
The collection will be distributed to disenfranchised communities across southwest London ahead of Christmas.
Not wanting to stop there, Chelsea Foundation is also enlisting the help of GoFundMe to collect monetary contributions that will go to charities across London to help fight the root causes of homelessness year-round.
A percentage of the proceeds from the club's new gifting collection will also be donated to the Chelsea Foundation and then redistributed to other charities.
View this post on Instagram
In a press release, Chelsea Foundation CEO Laura Cordingley emphasized the club's vital role in supporting over 3,000 homeless people within the local community.
Additionally, the men's and women's teams will make a significant donation to foundations that need it most, such as Barons Court Project, a charity with ties to the Chelsea Supporters' Trust and the only day center in Hammersmith and Fulham that supports the homeless.
The campaign's multiple efforts to help the homeless underscore Chelsea FC's commitment to creating lasting change for local impoverished communities.
By sticking to a solid brand purpose, businesses can create campaigns that leave a greater impact outside of marketing, building deeper loyalty and affinity for their names and what they stand for.
Chelsea FC For the Community
The inspiring spot begins with a young boy who wanders off during a tour of Stamford Bridge, Chelsea's home stadium.
In the entryway, the boy glances up at a photo of Palmer doing his signature "cold" celebration, which he mimics in awe.
Exploring the arena, he comes face to face with the Blues as they work on the set of a photoshoot, interacting with Suggs, who asks the kid if he recognizes a classic Madness track.
View this post on Instagram
The boy then walks out into the stands, where there's a bit of light snowfall. Feeling chilly, he's suddenly given a jacket by none other than Palmer, who gives him a smile as warm as the jacket.
"Leave the cold to Cole," a message reads.
The ad ends with a wide shot of the entire Chelsea family before cutting to a short clip of Palmer hanging out with Central Cee.
Back in July, the club collaborated with Nike to launch a campaign for its newest kit.
Meanwhile, in September, Central Cee appeared in a campaign for Bose alongside LISA, Tyla, and Don Toliver.
