16 / Toulouse Football Club
A campaign built from things Toulouse already owned.
Toulouse Football Club — TéFéCé to its supporters — has a particularly strong local identity. The expression had to feel native to supporters, not imported from a generic football campaign formula.
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SituationA season-ticket campaign for a football club whose
relationship with its city is central to the way supporters see it.
RoleCampaign concept, visual expression, communications and
merchandising.
What matteredMaking the campaign immediately recognisable as both
Toulouse and football.
The useful diagnosis.
What they asked for
Develop a distinctive visual expression for a season-ticket campaign.
What we found
The strongest material was already present: violet, the Occitan cross and the eleven members of the team.
What we recommended
Build the campaign directly from those three elements, then extend the resulting visual world across communications and merchandising.
The most ownable ideas are often already hiding in plain sight.