It's blue. What else matters? We challenged true Chelsea FC fans (famed for their allegiance to blue) to buy the new Adidas home shirt without seeing it.

We challenged true Chelsea FC fans (famous for their allegiance to the colour blue) to buy the new home shirt without seeing it. In-store takeover celebrated blue, and customers could buy the shirt 'blind'. Blue paint dripped from the posters onto the floor, and QR codes unlocked film content and player interviews.

The campaign has only just gone live at time of writing of this, but the early signs are good: Sales were up +27% year-on-year in the first 24 hours of launch, the viral film has been viewed over 1,000,000 times and, perhaps more importantly, shared 46,000 times in the first few days, and the estimated media value of the PR coverage is around €4m.