Campaign for IFK Gothenburg’s Match Jersey
A seasonal football jersey becomes an object made to outlast the season.
Forsman & Bodenfors launched IFK Gothenburg’s new match jersey by portraying supporters’ enduring connection to the club. Platinum-printed photographs were exhibited in a local art gallery, with digital communications extending the physical launch.
Insights
- Platinum-palladium printing makes the production method carry the campaign idea: lasting photographs stand for lasting supporter loyalty.
- Three photographs were presented at Mankovsky Gallery, turning a kit launch into an exhibition that supporters could visit.
- The neck message and hands emblem connect the garment itself to the same themes of continuity and companionship.
- The club announced an auction of the original prints to benefit its academy, linking preservation of its identity with support for its next generation.
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