Play to win. Anyways partnered with male care brand, Harry’s, to help position themselves as a supporter of grassroots football. In February 2020, we launched Football’s Other Guys - a regional campaign giving grassroots football clubs the opportunity to win a taste of premier league treatment with a changing room makeover and kit sponsorship. This support helped the much underfunded non-league game and its players.
We positioned Harry’s as Football’s Other Guys
More than the Premier League. In the UK, nearly 1 in 5 adults participate in some form of football, but mainstream brands solely portray the unattainable 0.1% of elite athletes in their ads. We helped challenger brand Harry’s to take a refreshingly different approach by aligning with the grassroots game that represents thousands of real people — football’s other guys.
Football's Other Guys copy and tone of voice
1 of 12
— Football's Other Guys advertising campaign
Competition illustrations created by Daryl Rainbow
We are Gossoms End FC, We are Football’s Other Guys. Situated in Berkhamsted, GEFC were selected based on their amazing story as a community run team. The club have used the same changing block since 1986 and was in need of a lick of paint. We collaborated with the amazing design and fabrication studio, Commissioned By You, to carry out the refresh of the changing facility, from the home and away rooms, to the showers, toilets and even the referee's room.
1 of 10
— Gossoms End's new changing rooms coming to life
Club History. As part of their prize we redesigned their club crest to incorporate both the club's recent and past history. To celebrate the redevelopment, we reached out to sign-painter Tobias Newbigin to create a bespoke plaque and sign, which now takes pride of place in the club's entrance.
1 of 6
— Updating the club crest for Gossoms End
The winning teams new kit
Fanfare. We also created a host of collateral for our winning teams. From club flags to football scarves, and from towels to umbrellas for the sideline supporters.
1 of 3
— Sunday league teams new merchandise
Making Some Noise. Over the course of the project, Football's Other Guys has been featured in local and national press, from sports publications to mainstream media. The response has been amazing, from wide coverage spanning BBC Three Counties radio station to a feature in Campaign Live, the project has certainly made some noise.
The changing room makeover and sponsorship from Harry’s means the world to us, and has helped to secure the long term future of the club during what has been a very difficult time for grassroots football.
George Guest, Gossoms End FC General Manager