A matchday campaign for Manchester United sponsor Concha Y Toro, delivered across Old Trafford and club channels. Over 100 assets spanning stadium exteriors, OOH, digital, and event environments. The campaign ran across a full matchday weekend, covering hospitality suites, club channels and a Manchester United Legends event.
Project Details
Full campaign identity created for a Manchester United x Concha Y Toro matchday takeover at Old Trafford
Over 100 assets delivered across print, digital, OOH, stadium environments and a Manchester United Legends event
Key visual concept developed and pitched internally before client sell-in
Photography art directed using Paul Smith suits rather than kit, activating a second club partnership within a single production
Assets spanned large-format stadium signage, OOH, social content, digital advertising and event environments, through to hospitality print collateral
Managed external supplier relationships and client liaison throughout a tight production timeline
client
Manchester United FC
year
'23
timeframe
3 Weeks
CAMPAIGN
ART DIRECTION
BRAND
Problem
Concha Y Toro needed more than a branded matchday. As a global wine brand inside one of the world's most recognisable clubs, the creative had to feel premium without losing its football context. Two distinct brand worlds. One visual system. Held across every format from a hospitality lanyard to the exterior of Old Trafford. There was also a simpler problem. Every major club campaign at the time ran players in kit. Within a fixture window where multiple campaigns ran simultaneously, CyT risked disappearing into the noise.
Solution
The concept started from the name. Devil's Match leaned into club iconography while giving CyT something that felt like theirs, not a repurposed club template. Deep wine red and gold against textured backgrounds. Deliberately formal. Deliberately premium. The photography call made the biggest difference. Players in Paul Smith suits rather than kit. Paul Smith was already a club partner. One shoot activated both relationships. It cost nothing extra and immediately separated the campaign from everything else running that weekend. The imagery held at every scale, from social thumbnails to the Sir Alex Ferguson Stand. Over 100 assets. The system stayed tight enough to hold across all of them.
