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CCFC 21/22 Kit Launch

#BluebirdsJourney a kit launch campaign uniting fans and players through their journeys back to football.

CCFC 21/22 Kit Launch

We worked with Cardiff City FC x CCFC Foundation x Will Douglas x Mace the Great to launch the new 21/22 Home & Away shirts. We created an engaging & diverse campaign that aimed to tie the culture of the club together, capturing real moments from fans and players in their own environments. The campaign was rolled out across all digital touch points around the club.

What we did

Art Direction

Campaign Strategy

Campaign Rollout



Increase on last years sales


Highest Championship first month sales in 6 years


Twitter impressions


Capturing journeys

Of course the new kit is the focus, but creating emotive content and framing the shirt in real environments with real emotions will build a narrative. It’s about making fans and players feel accessible and real, generating content that fans connect to. So we got in touch with London based Photographer Will Douglas who fit the bill for the style we wanted to achieve.

Representing Cardiff City

We scouted out locations across Cardiff that represent different communities and backgrounds from a diverse range of fans. The locations ranged from Aberdare all the way back down into the city. Art direction and planning was key to achieving such a broad range of shots in different areas.

Real fans, real places

We worked with Cardiff City FC Foundation and the Club to find a diverse mix of fans and players to shoot for the campaign. We wanted to capture real moments from real fans in their environments, we felt bringing in this emotion would help relate to the wider fanbase as well as showcase the kit its most natural light. We achieved this by curating and art directed each shoot differently so they felt connected as one linear journey.

Different kit same energy

To launch the Away shirt we focussed on players. We used the same narrative and took the players around the stadium to capture real moments which ties into the campaign strategy. Our aim was to paint CCFC in the best light possible.

This years campaign has been a brilliant success thanks to the The Bluegg team.

Clare Carter, Head of Retail, Cardiff City FC

This is our #BluebirdsJourney

We asked each of the fans a set of questions about the club, the shirt and their journey back to football, we then used their responses to create a design aesthetic which developed into the campaign look & feel.

The design style was flexible and adaptable, which was vital for being able to produce assets for both the Home & Away campaigns.

Combining journeys

We felt a collage/scrapbook style helps pull together fans and players, the style was inspired by old football sticker books. Developing a new visual style helped communicate these stories through collages which were shared across all social media platforms.

Local Grime artist Mace the Great

After developing the style we wanted to create a launch video that brought energy and truly represents the existing culture of the City, so we linked up with local Grime artist Mace the Great and used his latest track My Side of the Bridge as the backing track for the campaign.

Campaign rollout

We launched on socials, and the campaign was a hit with the fans, with legends like Robert Earnshaw getting involved and huge appreciation for the Mace link up, we felt the campaign was a success.

For the launch video we created an energetic style that combined both video and imagery in a modern aesthetic that would jump out on socials.

The energetic style translated well to the CCFC club store and stadium, making visitors excited about the new shirts.

Bluegg listened to what we wanted to achieve and really stepped up. As a club, we've always wanted to do more with our fanbase and the community and their strategy and creative direction that Bluegg delivered was awesome. Thanks so much team Bluegg!

Clare Carter, Head of Retail, Cardiff City FC

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