we are football
Amid recriminations for a failed World Cup bid, we united the fractured football family under the banner of “We Are Football” - a statement of pride from an oft-maligned code, and a rallying cry for fans, who instantly embraced it. Black and white was chosen to focus on the love of football that unites us, not team colours that divide us. It also allowed us to integrate existing footage, which was necessary because, unlike the AFL and NRL, football has a very limited advertising budget. The black and white “We Are Football” visual identity became a badge of honour on flags, t-shirts and social media avatars. The hashtag began trending in social media instantly (and is still used today). We also achieved significant increases in membership, tv viewership and attendances.