INTEGRATED CAMPAIGN

LONDON'S ORIGINAL

DESIGN & ART DIRECTION

Fulham Football Club were in need of a lift. They were struggling in the League and to fill the stands. As other clubs progressed on around them Fulham seemed to be standing still and lacked a real identity that both club and fans could resonate with. They needed a rebrand to give their existing fans something to be proud of and to encourage potential fans to join.

We saw an opportunity to give the Fulham fans a more emotive reason to stay connected with their club and give them a sense of belonging. Fulham is unique. They have a great heritage, are the oldest professional club in London and their historic ground sat on the banks of the Thames, gets you as close to the action as any in the Premier League. With the clubs rich history and sense of belonging in mind we created a strong emotional brand platform for club and fans, 'London's Originals'.

From the campaign launch film, programme ads, OOH and stadium posters, our communications and the hashtag #LondonsOriginals became an admired rallying cry for their fans who loved the 'original' touches the campaign brought them. After all, no other Premier League club had 1st team players calling fans to thank them for renewing their season tickets.

The results were packed stands, a revitalised fanbase and season ticket renewals completed two months before the current season ended.