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AC MILAN – Campaigns

AC MILANDesignVideo DirectionBrand CampaignTV promo

Client Need / brief

the ticket campaign for
AC MILAN.
One of the most important world soccer club of all times.

Concept idea

Turning a renewal into a promise. The love between team and fans is unconditional, eternal, passed down from father to son.

Activities

  • Concept Idea
  • design
  • TV spot
  • TV spot production
  • Graphic element for press,
    billboards "OUT of HOME"
    and onair
  • Art and Creative direction

 

Credits

A.C. MILAN management
Francesca Scarpa
Vittorio Ferro

Creative direction:
Fabio Berton

I PROMISE

The values of a club, a faith, a people. A promise renewed for 125 years. In 2015, it becomes an oath.
For the 2015/16 season ticket campaign, the challenge was significant. A demanding fanbase, used to glory. Being a Milanista is a privilege, an election.

Our answer? Turning a renewal into a promise. The love between team and fans is unconditional, eternal, passed down from father to son.

TV SPOT - Official film campaign

It's about love and Milan. The 'O' in Love becomes the Milan logo, like a wedding ring. It closed the TV spot featuring the club's historic faces and the fans.

AC MILAN - prometto - OUT of HOME
AC MILAN - prometto di esserti fedele sempre - ticket campaign
AC MILAN - prometto di esserti fedele sempre - ticket campaign
AC MILAN - prometto di esserti fedele sempre - ticket campaign

One of the most important team of all times.

"We are going to be a team of devils, our colour will be red like fire and black like our opponent's fear."

H.Kilpin, Milan 1899

found in our concept idea the “goal” to better involve supporters and visitors to the stadium in the next Italian soccer “A division” season ( Milan is the city of EXPO 2015).

After A.C. Milan pitch we approached to the solution deeply focused in creating a social direct relationship between club and supporter “CLUB TO SUPPORTER” ( by us defined “C2S” ) based on “CLUB VALUES” sent via “SHORT MILAN MESSAGES” ( by us defined “SMM” ).

AC MILAN - Berlusconi 30 anni - Chi crede, vince

We defined a typographic asset as unique graphic element used in the whole campaign ID.

With this solution the message has been able to be extremely direct and quick even thought that the campaign was planned to be ON AIR with 30″ TV Spot for the main Italian channels and subtitled for the web applications / OFF AIR with Press, city Posters and Maxi Billboards.

AC MILAN - prometto di esserti fedele sempre - ticket campaign
AC MILAN - prometto di esserti fedele sempre - ticket campaign

AC MILAN - Ticket campaign 2016/17

Following the campaign's success, trust is renewed for the 2016/17 season. Milan chooses us again.

This time we tell the story with vintage postcards, but modern. A journey through memory: Hotel Du Nord, where Milan was born on 16 December 1899. Fiaschetteria Toscana, where Kilpin first spoke the words 'We will be a team of devils'. The Duomo flooded with fans celebrating the Scudetto.

EMIS KILLA / SATURNINO - ROSSONERI official anthem videoclip

To celebrate the club's 116th anniversary, we handled the production and direction of the music video for the new official anthem: 'Rossoneri', by Emis Killa and Saturnino. Direction was entrusted to our director and creative director Fabio Berton. A track that still resonates at every San Siro match.

An anthem, a manifesto: '1899, that's the date I keep in mind. A.C. Milan equals victory. Milanisti at heart, eleven on the pitch and millions out there'.

A way to celebrate the symbols and the indissoluble roots that bind the club to its city.
Here too we handled idea, concept, art direction, design, illustration, and graphic production.