Under the Green and White Flag

Hammarby Football & IK STHLM

Mission

For the first time, Hammarby Football wanted to create a homogeneous expression across the entire year’s communication; together with IK Stockholm, they decided that all major communicative impacts, visual expressions, banners, films, images and graphic elements should be aligned. The expression would center around the “Flag” – a (for Sweden) unique symbol of Hammarby Football that also reflects their roots and fan engagement.

The flag is a symbol of supportership, and can be found in Hammarby Fotboll’s logo as well as in all matches and events around the club.

The assignment for us was to produce two main films – a season ticket campaign and a jersey launch campaign for the jersey supplier CRAFT – the concept was called “Under the Green and White Flag”.

Solution

Together with Hammarby and IK Stockholm, we brainstormed some concepts and proposals for the films – since they would be visually and narratively aligned, but had two different purposes, we decided early on to work with a specific visual narrative. The images would weave the stories together, but the editing would separate them.

We produced an emotional season ticket campaign in which Eva Röse’s voiceover performed a strong manifesto and declaration of love for the flag. With selected equipment for this purpose, we filmed matches, support events and dramatic scenes that would reinforce what was said in the voiceover.

The teams jersey launch would be produced in a completely different way – during a full day we took over Nya Söderstadion and filmed the new jersey of Hammarby Fotboll’s men and women players – Together with Hammarby Fotboll we got access to extras who wanted to get involved. The film had to appeal to a different audience and was shot, scored and edited accordingly.

The Result

On Hammarby football’s own channels, over 1 million views and interactions were reached in total within the campaign period, with over 32,000 unique comments and likes.

Sales of the new shirt and other merchandise hit a new record with the new “BanderaBajen” pattern developed for the concept. Items that also topped Intersport’s list of best-selling products overall during the campaign period.

… And of course the ceiling was reached with 16,000 season tickets sold, which was by far the most sold in Sweden!

season tickets sold

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unique interactions

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