Valencia CF: How do you make a city believe in its football club again?

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Campaign details

Brand: Valencia CFClient: Peter DraperAgency: Iris Worldwide

Valencia CF: A true underdog story

Across the world, if you asked people about Spanish football, people would talk to you about the glamour of Real Madrid and the skill of Barcelona. They might even tell you about the tenacity of Atletico Madrid.

But they're no longer likely to mention Valencia. A sad state of affairs for a 100 year old footballing institution, cherished & admired in footballing circles. Spain's 3rd most supported team, at the turn of the millennium Valencia CF was enjoying a rich...

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