The creation of a campaign called ‘Together we are Hammarby’.

The broad target group “Hammarbyare” may seem obvious, but we chose to niche the communication towards different target groups within the group for best effect. A clever strategy was devised where we mixed films, edited versions, cleaner graphics and shareable messages in different steps. The family that may have had Hammarby as a gathering place, the event as the obvious excuse to meet, the match day as a ritual to experience together became our mental head group that we gathered everything around. Hammarbys supporters are not only the devoted fans who scream at the top of their lungs regardless, they are also the grandfather with the grandchild, they are the mother with the adult children, they are the group of friends who meet to have fun and hug each other.

The campaign produced revolved around the idea that “Together we are Hammarby”. It is when we meet that Hammarby really exists. It is the audience that is Hammarby. It is when we are together that Hammarby is created.

We chose to create a communication around this and exemplify the feeling with the glowing heart – something that is highly personal, but which is present in all Bajare (Hammarby supporters). This would be reflected in all channels and touch points, even outside the social media campaign.

The communication was carried out in several ways – as a “main film”, short social media units, videos and prints. The main film would be a longer emotional campaign that would partly be brand-building for Hammarby’s communication in general, but it would also reflect the feeling that Hammarbyers recognize, the love of community. We would remind the target audience about it.