V.C.F

For the 2019-2020 season ticket renewal campaign, Valencia CF wanted to focus on the family spirit of the club and communicate that Mestalla is a stadium where you can enjoy football free from inappropriate behavior.

With families as the central theme,
and by tapping into the insights observed
in football stadiums, we came to the following conclusion:
Every season ticket holder knows that when you go to the stadium every week,
you begin to form a very special bond
with the people around you.
As a journalist wrote in an article for Líbero magazine, "changing your season ticket
and your spot in the stadium is like switching schools at the age of 12."

Based on these reflections, we arrived
at the concept of "Families of the Field"
and, by extension, "Families of Mestalla"
— groups of people who, even though
they may not be biological families,
create a unique and special bond through their shared love for Valencia CF.

Client: V.C.F
Agency: Rosebud
Role: Concept / Art Direction / Creative Direction 
Photography: Biel Capllonch