All together
Crafting a visually striking manifestation of unity in the Sunderland fanbase
Be Part of the Picture
Sunderland Association Football Club
Season Ticket Campaign
2007
When creating the 2007 Sunderland season ticket sales campaign, we paid close attention to infusing creativity into every aspect. The focus was on crafting a unique and visually appealing montage to engage loyal Sunderland fans beyond traditional methods.
The key element of this initiative was integrating fans' portraits to form the image of the new manager, Roy Keane. Each season ticket holder's portrait became a pixel in the larger mosaic, creating a visually striking representation of unity within the fanbase. Crafted from thousands of individual fan photos, the montage showcased the diversity and passion of supporters while emphasizing their integral role in the club's identity.
The call to action, "Be part of the picture," wasn't just a slogan; it invited fans to actively shape the visual narrative of their team. This interactive and inclusive approach aimed to instill a sense of ownership and pride among supporters, emphasizing that each fan played a crucial role in the collective identity and future of Sunderland AFC.
Beyond traditional marketing, the campaign leveraged creative collaboration between the club and its fanbase. By blending technology, creativity, and fan passion, the project not only drove season ticket sales but also highlighted the connection between the football club and its community.
The campaign received acclaim from fans and industry design circles. Its innovative artwork, integrated across all club channels and marketing collateral, demonstrated a commitment to creative fan engagement.
Concept, Ideation, Art Direction & Design
Photography: Sunderland AFC
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