It can be hard to feel an affinity with something amorphous like an organisation or club, especially one that doesn't have decades of history in the community.

In response to a declining attendance rate at home games and a perceived disconnect from the community, the Gold Coast Suns needed a campaign that would resonate with local Gold Coasters and also motivate them to get behind their team. With the brand proposition 'We Are Your Suns' already in place we set about to humanise the players and show them as just regular guys who live and work on the Gold Coast. We then brought them and the local community together by focusing on what united them - Game Day.