Independent sport agency, Blood UTD has had a successful first foray into the AFL category, launching a new membership campaign for the Western Bulldogs, titled Belong to the West.
The campaign that includes a hero film as well as a new visual identity, was designed to be more reflective of the modern west and is rooted in the idea of place, and a sense of belonging.
David Smith, ECD at Blood UTD, said: “We are all seeking a place to belong and in the west, every day a new person is arriving and looking for that.
“Whether it is a new immigrant or a rookie, the Club is the place to give them that.
“This is a campaign that aligns itself with the West,” Smith said.
“It is a campaign that says if you want to belong, we have a place for you.”
Blood UTD work in the cross-over space between sport, culture and fashion, bringing some of the street smarts they learnt through European football and basketball into the world of Australian sport.
Sean Cadd, GM Marketing Western Bulldogs, added: “We’re a Club with an innate sense of Place and it was important to deliver a campaign that reflected our connection to both the people and community of the West.
“But this is also fundamentally a football story and the campaign captures the energy, hope and confidence of a young team on the rise.”
The Western Bulldogs kick off their AFL season against the Sydney Swans at Marvel Stadium on Saturday 23 March.