In previous years Chelsea's membership campaign has effectively communicated the idea of belonging to the club, but lacked passion or emotional engagement.
Once a Blue, Always a Blue.
Tapping directly into the tribal loyalty of football fans, this campaign eschewed all opportunities to use player imagery, instead focusing on the idea of the club being central to the fans lives in every way - from the three generations of father and son attending the game very week, and the doting boyfriend taking his partner to her first ever game, to the fan who has travelled thousands of miles to see his beloved Chelsea, and the die-hard who has gone to every game for over fifty years.
These are real fans, and each has their own memories and rituals. This is more than a game, it is a part of their lives.
With photography captured over five games toward the end of the season, the images have been treated with a sepia overlay, with only the Chelsea blue running through.
Despite one of the worst seasons in the club's history, membership renewals sold out quicker than ever before on the back of this engaging campaign.