Creative Producer / Copywriter
Campaign Objective
The central part of a tone of voice for a sports or esports team is its slogan. Whilst Liverpool FC and FC Barcelona have "You'll Never Walk Alone" and "Més que un club", I was tasked with finding similar for Fnatic.
Strategic insight
Fnatic as a team was always one of legacy, great history, building long careers for players and looking after its community.
Idea and campaign
Incorporated into the launch of the 2018 kit, the new slogan was announced:
"Then. Now. Always."
Although it is important to commemorate one's history, insinuating a long future felt even more important.
The slogan has remained perlance for Fnatic fans to this day.
Results
35 million views in 3 years.
160K engagement across Twitter, Instagram and Facebook.
Widespread press coverage, including Sky Sports.
