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Play On
Campaign | Standard Chartered x Liverpool FC
Project Details
Roles : Creative Designer
2025
When a sponsorship space becomes something more
Standard Chartered and Liverpool FC have long partnered on “Play On,” an initiative to keep girls in sport. But despite its purpose, the initiative remained relatively unnoticed and overshadowed by the scale and commercial intensity of football itself. The opportunity wasn’t to create something new, but to make what already existed impossible to ignore
The Problem
How do you make a social initiative visible in a space where attention is dominated by commercial sponsorship?
The Insight
The most powerful media in football isn’t what surrounds the game, it’s what players wear. Because on the shirt, messages don’t interrupt the moment, they become it
Our Strategy
Instead of adding more communication around the initiative, we moved it to the most meaningful place in football, the shirt. By replacing the sponsor logo with “Play On” during one of the most watched matches of the season, the message became inseparable from the game itself. What was once a campaign became part of the moment
Designing for More Than Visibility
What started as a logo replacement evolved into something more valuable. By intentionally creating space within the design, the shirt became a canvas for player signatures, transforming it from a symbolic gesture into a collectible artifact.
Each jersey was no longer just worn, it was authored by the players, carrying their personal endorsement of the cause
The Evolution
The design didn’t begin with the intention of being signed. Initially, the focus was on expressing the initiative clearly within the constraints of a sponsorship space. But as the direction evolved, the presence of negative space revealed an opportunity.
Rather than filling it, we leaned into it, transforming the space into a canvas for player signatures and message. What began as a visual decision became a functional one, allowing players to physically endorse the message and turning each shirt into a personal pledge
In the Moment
The idea came to life on the pitch, where both Liverpool FC and Liverpool FC Women wore the “Play On” jersey during one of the season’s most anticipated matches. Broadcast globally, the mark existed not as an isolated campaign element, but as part of the game itself, captured in motion, in close-ups, and in post-match moments that revealed its presence in real time
Other Touchpoints
Beyond the match, the idea extended into a broader visibility system. From pitch-side LED boards and out-of-home placements to editorial-style covers, social content, and CRM touchpoints, the campaign ensured continuity across every channel
Players, managers, and key figures further reinforced the message by signing campaign visuals, turning a simple gesture into a visible act of support. Together, these touchpoints expanded the idea from a single moment into a sustained and recognizable presence
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Supporting the Momentum
The campaign extended its presence through a mix of editorial coverage and platform-native content. Media features amplified the story beyond matchday, while LinkedIn and Instagram posts translated the idea into formats that invited broader engagement and conversation
Together, these touchpoints reinforced the initiative across both professional and fan communities, ensuring the message continued to circulate, be shared, and stay relevant beyond the pitch
Where the Moment Made a Difference
The campaign concluded by turning attention into action. Following the match, each signed “Play On” jersey was auctioned, transforming a symbolic gesture into tangible support for the cause. What began as a moment on the pitch extended into real-world impact, with every bid reinforcing the value of participation and the collective commitment behind it.
$75,000+
Raised from signed jerseys across men’s and women’s teams
400K+
Likes generated across social platforms through club, brand, and fan engagement
10+
International media outlets covered the campaign
Curious to learn More?
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