Brief
CCFC approached us with the challenge of launching their brand new ADIDAS 2021/22 kits, their focus was to maximise kit sales as well as bring excitement and a buzz around the new season.
Outcome
We created an engaging & diverse campaign that aimed to tie the culture of the club together, capturing real moments from fans and players in their own environments.
Results
55% increase on last years sales
600K+ Twitter Impressions
![Photographers taking photographs of a young girl wearing the 2021/2022 Cardiff City Football Club home shirt.](https://content.toward.studio/toward/assets/projects/clients/cardiff-city-fc/ccfc-bts.jpg)
![A young girl wearing the 2021/2022 Cardiff City Football Club home shirt.](https://content.toward.studio/toward/assets/projects/clients/cardiff-city-fc/ccfc-kemoi.jpg)
We wanted to capture real moments from real fans in their environments, we felt bringing in this emotion would help relate to the wider fanbase as well as showcase the kit its most natural light.
![A boy wearing the 2021/2022 Cardiff City Football Club home shirt.](https://content.toward.studio/toward/assets/projects/clients/cardiff-city-fc/ccfc-home.jpg)
HOME
We scouted out locations across Cardiff that represent different communities and backgrounds from a diverse range of fans. The locations ranged from Aberdare all the way back down into the city. Art direction and planning was key to achieving such a broad range of shots in different areas.
![Joe Ralls of Cardiff City Football Club wearing the 2021/2022 away shirt.](https://content.toward.studio/toward/assets/projects/clients/cardiff-city-fc/ccfc-joe.jpg)
AWAY
To launch the Away shirt we focussed on players. We used the same narrative and took the players around the stadium to capture real moments which ties into the campaign strategy. Our aim was to paint CCFC in the best light possible.
![A close-up of a boy wearing the 2021/2022 Cardiff City Football Club home shirt.](https://content.toward.studio/toward/assets/projects/covers/ccfc-cover-16x9.jpg)
The design style was flexible and adaptable, which was vital for being able to produce assets for both the Home & Away campaigns.
![](https://content.toward.studio/toward/assets/posters/ccfc-type-cover.jpeg)
We used the same narrative and took the players around the stadium to capture real moments which ties into the campaign strategy. Our aim was to paint CCFC in the best light possible.
![Curtis Nelson of Cardiff City Football Club wearing the 2021/2022 away shirt.](https://content.toward.studio/toward/assets/projects/clients/cardiff-city-fc/ccfc-away-nelson.jpg)
![](https://content.toward.studio/toward/assets/posters/ccfc-players-bts-cover.jpg)
![Tom Sang of Cardiff City Football Club wearing the 2021/2022 away shirt.](https://content.toward.studio/toward/assets/projects/clients/cardiff-city-fc/ccfc-player-01.jpg)
![A product shot of an iPhone. On the iPhone's screen is a collage of photographs. Each photograph is of Tom Sang of Cardiff City Football Club wearing the 2021/2022 away shirt.](https://content.toward.studio/toward/assets/projects/clients/cardiff-city-fc/ccfc-away-device.jpg)
![A row of branded graphics showcasing photographs of people wearing the 2021/2022 Cardiff City Football Club home shirt. Each graphic is layered with several excerpts of handwritten text in the football club's brand colours that read various statements from the kit launch campaign, such as "Our journey starts with your shirt", and "This is my Bluebirds journey".](https://content.toward.studio/toward/assets/projects/clients/cardiff-city-fc/ccfc-home-stories.jpg)
![A row of branded graphics showcasing photographs of Tom Sang and Hannah Daley of Cardiff City Football Club wearing the 2021/2022 away shirt. Each graphic is layered with handwritten text in the football club's brand colours that read various statements, such as "Our journey starts with your shirt", and "This is my Bluebirds journey".](https://content.toward.studio/toward/assets/projects/clients/cardiff-city-fc/ccfc-away-stories.jpg)
![](https://content.toward.studio/toward/assets/posters/ccfc-social-launch-cover.jpg)
As a club, we've always wanted to
do more with our fanbase and the community and the strategy and creative direction that the team delivered was awesome.
Clare Carter
Head of Retail
![A close-up of an older man wearing the 2021/2022 Cardiff City Football Club home shirt.](https://content.toward.studio/toward/assets/projects/clients/cardiff-city-fc/ccfc-old-fan.jpg)
![A branded graphic showing the Cardiff City Football Club crest on a background coloured in the team's signature blue. The background contains several excerpts of handwritten text that read various statements from the kit launch campaign, such as "Our journey starts with your shirt", and "This is my Bluebirds journey".](https://content.toward.studio/toward/assets/projects/clients/cardiff-city-fc/ccfc-logo.jpg)