In order to further reinforce the iconic status of Chelsea FC, the club embarked on innovative new plans to redevelop the Stamford Bridge with a refreshed new brand toolkit and new social media app entitled ‘5th stand’

Everything about Cheslea FC has a very particular idiosyncratic characteristics and swagger. The club wished to capture this in a through the line ad campaign utilising the new brand toolkit and adopt two campaign concepts that focus on two key aspects of the behaviour and profile of the club. The first on the unpredictability of all aspects of the club, the owner, the managers, the on and off field antics, the unique style and the football performance on the field of play. The other being just how unmistakable Chesea is as a club, fan movement and presence in top flight football. 

Both concepts were road tested across typical consumer touchpoints.

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Client: Chelsea Football Club
Project: Ad campaign and launch of new ‘5th Stand’ Social App. 
Agency: McCann London
Role: Consultant Creative Director
Date: 2018
Region: UK and Worldwide