Launch campaign for new Hyundai A-League franchise, Melbourne Heart. It highlighted the club’s traditional looking strip, based on the insight that the shirt the players wear is the strongest emotional link between fans and a club.



Radio Ad:


Press Ad:


Another initiative was a calendar titled “Melbourne Heart and Soul” that depicted members of the Heart team playing football at major Melbourne landmarks. This was developed to further ingrain the thought that the team was a true part of Melbourne culture: