OneFootball

NOGYC

A potent strike force of brand strategy, creative concepts and copywriting to help a pioneering Gen Z football platform find its voice, take on the world and win.

Role: Brand Strategy. Brand Identity. Copywriting. Concepting. Production.

THE BRIEF

OneFootball is a digital platform shaking up how Gen Z interact with the beautiful game. Part-owned by the biggest clubs in world football, they offer fans exclusive content from Bayern Munich, Real Madrid and others, as well as news, live matches and merchandise.

But in 2022, they lacked a cohesive brand identity and voice. My job as a Copywriter was to get OneFootball match fit.

THE SOLUTION

OneFootball’s tagline is No One Gets You Closer but the brand felt distant from Gen Z. As one exec said, “We don’t sound like football fans”.

Stakeholder interviews made it clear the brand needed some upstart energy. Working with the in-house team, we created the OneFootball brand playbook. I wrote a set of brand values, and crafted the brand voice with direction on how implement, which became the bedrock for all OneFootball communication.

PITCH DON’T KILL MY VIBE

The playbook invigorated the company, providing a purpose and energy that had been lacking. It reinvigorated No One Gets You Closer by introducing the Vibesmith persona: a no-nonsense, culturally-savvy football fan embedded in the game on and off the pitch.

GOING GLOBAL

After the brand playbook was approved, we put it into action with a global integrated campaign that reintroduced OneFootball to Gen Z fans. I wrote the TV spot which positioned OneFootball as a cheat code that gets fans closer to everything they love about football.

OOH and digital ads doubled down on the idea, asserting - with attitude - OneFootball’s proximity to some of the biggest players and teams on the planet.

CLOSER TO COMMERCE

The Voice of the Vibesmith wasn’t exclusive to campaigns and was adopted by the entire company. I rewrote the corporate website and wrote product copy for their online store, including this collab with VOYCENOW.

FINAL SCORE

Since launching the new brand identity, OneFootball has grown rapidly and now has over 190million monthly users and boasted 6billion app sessions in 2023. Gooooaaaaaaal.

Credits

AGENCY

OneFootball
Berlin, DE
2022

ROLE

Brand Strategy
Brand Identity (Values, Tone & Voice)
Copywriting (Scripts, Social, OOH, Web, E-com)
Concepting (TV, OOH, Social)
Film Production

GOLDEN BOOTS

Alessandro D’Costa
Ann von Löbbecke
Erica Schoenfeld
Jack Flynn

Guilherme Forester
Andrés Ramírez
Angel Angelov
Jon McGhee
Ulf Germann

BACK TO THE WORK •