— PROJECT NAME
GRANADA CF
Subscription campaing 21/22
— ROLE
Art Direction
Graphic Design
— DATE
20/05/2021
The main objective of this campaign was to solidify a strong and updated image of the club, projecting it on an international level.
Considering the situation in 2021 due to COVID-19, the decision was made to focus the campaign on the elderly population, who were going through challenging times. To achieve this, iconic players from the 60s and 70s were carefully selected, brought back into the spotlight, and introduced to the younger audience. In this way, the aim was to bridge different generations and bring the older generation closer to the younger one.
The campaign's aesthetics drew inspiration from the rich Arab culture characteristic of Granada, adding historical value while simultaneously providing a fresh image and a sense of belonging to the city.
The motto "The best year of our lives is yet to come" accompanies the advertising campaign, reflecting both the team's situation and that of its fans. Amidst the global pandemic, many people are longing for the moment when things will return to normal, to reunite with their loved ones and enjoy long-awaited moments.
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This campaign proposal was developed through the university, during the third year of Graphic Design studies. The aim is to convey a positive and hopeful message, uniting the community and highlighting the club's and city's historical and cultural values. With a creative and sensitive approach towards the current situation, the subscription campaign for the 21/22 season of the Granada Football Club becomes a call for unity and hope for all its followers.
A promotional video was also produced. It was filmed using audiovisual material provided by the university; we didn't have much, but nevertheless, this was the outcome. To enhance the professionalism of the video, we commissioned the creation of a new version of the Granada Football Club anthem.