Early September sees the Welsh FA relaunch ‘Together Stronger’ ahead of the team’s match against Moldova as it seeks to continue to revolutionise the perception of Welsh football.
The refreshed identity sees host country Russia provide the starting creative point for the campaign graphics.
Agency Designroom Sport stuck with the successful ‘Together Stronger’ line and concept, but have tweaked the creative with new imagery carrying a clearly Russian feel – complete with Cyrillic-meets-Soviet style lettering.
'Gorau Chwarae Cyd Chwarae'
Dangoswch eich cefnogaeth#TogetherStronger pic.twitter.com/6xp6wxo4Ee— Wales (@FAWales) September 5, 2016
The #TogetherStronger creative approach is being deployed across almost all Welsh FA assets from in-stadium work (such as ground banners,
Take a look at the new #TogetherStronger #Russia2018 creative branding! pic.twitter.com/dgUlEN1qqj
— Wales (@FAWales) September 5, 2016
Da Iawn! #TogetherStronger #WALMOL pic.twitter.com/ZQjLVdr1N0
— Wales (@FAWales) September 5, 2016
TV backdrops and programmes,
Take a piece of the newly launched #TogetherStronger #Russia2018 creative home with you! #WALMOL pic.twitter.com/ckYxDIYVKx
— Lauren MJ Davies (@LaurenMjD) September 5, 2016
to digital and social content and live action response executions.
Tweet your support using #TogetherStronger and #WALMOL pic.twitter.com/6xp6wxo4Ee
— Wales (@FAWales) September 5, 2016
Home after good week Start we were looking for Fans thank you @FAWales #togetherstronger pic.twitter.com/no8LoKtJDw
— Osian Roberts (@Osian_Roberts) September 6, 2016
⚽️ Here's a little something to get you in the mood for today's match #GetIN #AUTWAL #TogetherStronger pic.twitter.com/LeWCQgXOkm
— Wales (@FAWales) October 6, 2016
It's a big 45 for Wales. The second half is underway! 1-2 #AUTWAL pic.twitter.com/iEKzJ5OwqH
— Wales (@FAWales) October 6, 2016
22' AAAAALLLLLLLEEEEENNNNNNNNN!!!!!!! IT'S 1-0!!!!! WHAT A GOAL!!!!!! #AUTWAL #TogetherStronger pic.twitter.com/crOQEHwtzn
— Wales (@FAWales) October 6, 2016
‘We realised that the motto wasn’t going to go away so we never even considered changing it. Instead we created new imagery to accompany it,’ outlines consultancy creative director Tim Fox.
‘We’ll be building on the campaign as it progresses with similar imagery. It’s a long campaign of almost two years so they’ll be plenty to come but it will have the Together Stronger message and this striking imagery which we’ve created.’
‘The “Together Stronger” brand has been incredibly successful,’ trumpets FAW head of commercial and marketing Ian Davis.
‘It has become a galvanising force for Welsh football and has resonated with everyone; players, fans, press, broadcast, partners and the FAW. We are very excited to launch our new and bold direction for our FIFA World Cup Russia Qualifiers campaign.’
Comment
The campaign was initially rolled out back in 2014 ahead of its UEFA Euro 2016 qualifying games – a competition that proved a stunning success for the Welsh squad.
Developed by Designroom Sport, since the campaign first launched the team has seen unprecedented success both on and off the pitch – helping drive record-breaking attendances for the Football Association of Wales (FAW).
Indeed, the official Welsh team song for this year’s European Championships even borrowed the campaign title for the track recorded by The Manic Street Preachers.
Designroom Sport say that the initial campaign idea emerged from ‘Gorau Chwarae Cyd Chwarae (Best Play Is Team Play)’: the motto that has been on the Welsh football shirt for over 50 years.
‘Never in our wildest dreams did we foresee the impact which the Together Stronger campaign was going to have,’ confesses Fox.
‘The way in which it was taken up by the fans and players was incredible. Having Gareth Bale and the rest of the team naturally adopting it in their interviews was just perfect.’
Indeed it has gone on to become more than just a marketing line – but something that both players and fans alike can believe in and live by.
Indeed, as the team defied the odds at the Euros and progressed right through to the semi-finals, the Welsh FA’s campaign seemed to take on a new meaning and evolved into something of a mantra that was adopted by fans, players and even the media.
Welsh supporters in France held flags with the ‘Together Stronger’ emblazoned across them and even expert summarisers and football pundits used the phrase when discussing the team.
‘Having Gary Lineker saying it during the Euros was priceless,’ admits Fox.
‘I think the reason it resonated to the extend it has is because it became one of the core elements of the team. From the first couple of games in the qualifying the message became so relevant through the togetherness which the team was displaying. The players started doing pre and post-match huddles and everyone could see in the way that they were playing that there was a real sense of togetherness.’
Indeed, getting that kind of amplification through non-paid media channels is what most clients and marketers dream of.
Links
Welsh FA Web:
Welsh FA Twitter:
Welsh FA YouTube:
https://www.youtube.com/user/FAWales
Welsh FA Facebook:
https://www.facebook.com/FAofWales
Designroom Sport:
http://www.designroomsport.com/
