ABOUT

"Evertonians are born not manufactured. We do not choose, we are chosen. Those who understand need no explanation. Those who don’t understand, don’t matter."

Using the well-known Evertonian mantra (above), a key line: 'We Are Chosen' was used as the concept and tagline for the upcoming 2015/16 season ticket campaign. 'We Are Chosen' speaks to the Everton fan as being of a 'special breed'. It was important for the club to show the fanbase they are a part of the larger team. This is why it made sense to use two design subjects for the campaign: the first focussing on the first team and manager standing defiantly in front of the Goodison Park pitch and the second image treatment making the Everton fan the subject.Both treatments were created using the same photoshop filters: creating a high-contrast, moody look.

In the player images, the photographer was directed to take the full player shots at a slightly lower angle, making the perception of the subjects to look 'larger than life' and almost like superheroes. Most of the darks and shadows were replaced with a heavy blue colour to match the club colours and to add an atmospheric look to the sky above Goodison stadium.

The second set of collateral images were of images of fans that were asked to pose for the campaign. This was a way to show the different ages, races, etc. - but all part of the same Evertonian family. Each image had the same Photoshop treatment as had been done to the players. The fans would be cropped tighter with focus on their faces - showing passion and love for their club. This was to symbolise how the fan is as great as the team they support.

Once approved, these designs would be used for marketing collateral such as: billboards, mail flyers, stadium posters, taxi wraps, social media pages, the Everton app, and for in-game graphics displayed on the large screen in the stadium.

The season ticket campaign was launched at a local nightclub in Liverpool city centre to a crowd of 100+ where the 'We Are Chosen' campaign video/advertisement was debuted. VIPs and other season ticket holders were invited to the event which was covered by local news and media groups with great response.