— Two visual worlds that brought a heritage football club closer to a new generation.

Bologna FC needed to launch two new kits without losing the heritage that matters to long standing supporters. At the same time, the campaign had to engage a younger audience shaped by digital culture, bold colour and faster forms of storytelling. The opportunity was not to choose between tradition and relevance, but to make them work together.

We created two distinct worlds connected by one visual language. The home kit drew from Bologna itself, including the Dall’Ara tower, football scarves and tortellini, translated into a bold graphic vocabulary. The away kit moved into a younger and more digital register, using an unexpected palette while retaining the same underlying system.

A split screen composition kept the two worlds in constant dialogue. The idea began with a one minute film and extended across social content, retail screens, stadium displays, pitch side LED boards, outdoor advertising, digital media and a full page advertisement in La Gazzetta dello Sport.

The system gave two very different kits one coherent campaign identity. It allowed Bologna FC to express its heritage without appearing nostalgic and to speak to a younger audience without losing the character of the club.