Match For Good
Problem
Once a year, the Wellington Phoenix hosts a dedicated charity match to champion a critical community cause. For the second consecutive year, Ronald McDonald House was selected as the beneficiary, requiring a strategic campaign to honor their mission while driving stadium attendance. The creative hurdle lay in seamlessly bridging the gap between a high-energy sports brand and a sensitive, family-focused charity to draw in a massive home crowd.
Solution
The solution was to have the children and families staying at Ronald McDonald House hand-draw the specialty kit for the match. These drawings inspired a playful creative direction that integrated the children's artwork with imagery of their sporting heroes. By placing these illustrations into a dreamscape concept, the final campaign captured the authentic spirit of the community.