Background: AIK’s old home, Råsunda, was to be celebrated on the 10th anniversary of their departure from their previous arena. A percentage of the sales from their new kit would go to fund the campaign of celebrating its memory. Part of that campaign being cultivating a piece of grass that’s lived on and would be permanently planted on the pitch of AIK’s current home – Friends Arena.
Brief: Create an activation for the launch of the new season’s kit.
Role: Art director.
Delivery: Video material for web and social media.
Work: Our team wanted to handle the very emotional subject of the anniversary of Råsunda being demolished with the sentiment it deserved. We brought in Råsundas old groundskeeper who followed the club to their new arena to star in and narrate the clip. Following him documentary-style as he talked about his memories gave it the authenticity it deserved – as well as allowing fans to relate emotionally to the story. We then teamed up with a DOP/director to bring the story to life in video.