FA of WALES UEFA EUROS 2016 Qualifiers Campaign

The Welsh International football team have an incredible opportunity to qualify for the UEFA EUROS 2016.

To leverage this, engage the fans and drive excitement the Football Association of Wales (FAW) asked Designroom Sport to create a campaign and positioning to lead all marketing communications across print and digital channels including membership and ticketing sales activity.

For us the campaign had to be born out of a genuine connection to the Welsh Team. This inspired us to create a positioning that reflected the meaning behind “Gorau Chwarae Cyd Chwarae“ the motto that has appeared on the Welsh shirt for over fifty years. The direct translation of the motto is “Best Play is Team Play” from this we created the interpretation “Together. Stronger” which has a quality to it that makes it worthy of fronting a diverse campaign.

We wanted to bring out the “Together. Stronger” positioning in the look and feel of the creative and the most powerful way to do this was to use photography. Over the course of a couple of days we photographed the entire Welsh squad including members of the Under 21’s, Disability and Women’s Teams as well as several fans.

Taking these images into post production we were able to set the scene and build a series of images using groups of players across different squads appearing with fans in varying compositions to leverage the “Together. Stronger” message. We also crafted a bespoke wordmark for “Together. Stronger” that lives large across all materials along with “Gorau Chwarae Cyd Chwarae“ - the spark of the positioning.

The campaign went live in May 2014 rolling out on across numerous large format media, digital and print channels.

“Designroom Sport were an easy choice to go with when we selected an agency for our EURO 2016 Qualifiers campaign. Their sport experience backed up with their creativity made them the right agency for us. They have delivered a fantastic solution for our campaign that we are extremely proud of.”

Ian Davis
Head of Commercial and Marketing
The Football Association of Wales