Brief
CCFC approached us with the challenge of launching their brand new ADIDAS 2021/22 kits, their focus was to maximise kit sales as well as bring excitement and a buzz around the new season.
Outcome
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.
Results
55% increase on last years sales
600K+ Twitter Impressions
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.
HOME
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.
AWAY
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.
The design style was flexible and adaptable, which was vital for being able to produce assets for both the Home & Away campaigns.
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.
As a club, we've always wanted to do more with our fanbase and the community and the strategy and creative direction that the team delivered was awesome.
Clare Carter
Head of Retail
