Demon Spirit Lives Here

The ‘Demon Spirit’ theme took centre stage during the Melbourne Club’s 2022 season, striking a chord with their devoted fans. As the finals approached, I worked with the marketing team to conjure a creative evolution of their in-season campaign; to maintain continuity while offering something fresh to rally behind.

The campaign’s catch-cry, ‘Demon Spirit Lives Here,’ encouraged fans to actively engage and show up for the club’s crucial matches. Designed as an interactive campaign, empowering supporters to take ownership and immerse themselves in the spirit of the game. The campaign video heroes the devoted supporter base, while interactive GIFs and image frames allowed fans to overlay their own content, fostering a sense of participation.

The campaign’s look and feel was utilised across all touchpoints including: social media templates, Instagram stickers and gifs,  website assets, video end cards, stadium graphics and LEDs. 

Upon launch, the campaign received an overwhelming response from fans, further solidifying the ‘Demon Spirit’ as an enduring cornerstone of the club’s identity for seasons to come.