It was important to represent the client’s commitment to authenticity and realness, to source stories from local club culture and amplify them to a global audience whilst honing integrity. And that’s just what we did. With help from the club, we were able to depict from real fans consisting of all age groups and social backgrounds. Diving into the local DNA of football, the roots of the people who live and breathe the people’s game, we were able to capture authentic and emotional stories about what it means to be a real Celtic fan. 

The fan and club insights lead the creative and the powerful statement “Real Football. Real Fans. Celtic FC. Since 1888” leverages itself to the whole season. The strong storyline connects the club’s fans and players, on pitch and off - home, away and beyond, ensuring the messaging and tonality was consistent throughout stills and motion, in order to be used across multiple platforms: adidas.com, the club’s retail store, the club’s online shop and social reactive. 

The insights share interestingly, relevant short phrases and key words from various generations, paying homage to the club’s history, the location of the club, the stadium, nicknames and rituals that represent purpose, identity, belonging, trust and simplicity. In particular, the Home film tells the real fan’s stories, that transports the world to the streets about where they are from, highlighting real locations, neighbourhood communities and authenticity of the club.