One mountain. One jersey. A statement for the region.
FCSG Jersey Launch
Initial situation
For FC St.Gallen 1879, the launch of the new home jersey was to be much more than a classic product presentation. Together with the club, we developed a campaign that evokes emotions, celebrates regional ties and breaks new ground visually. The Säntis - the landmark of Eastern Switzerland - was not just a design element, but a central component of the entire story.
Customer
Zürcher Strasse 464
9015 St.Gallen
Result
The Säntis became a stage: an oversized XXXXL jersey was attached to the gondola of the Säntis cable car and transported to the 2,502-metre-high summit. The action was spectacular, visible from afar and deeply symbolic - a powerful image of identity, cohesion and regional pride.
What began in the morning with a rush in the fan store culminated in this production in the evening. The mountain, the jersey, the fans - all connected by a moment that radiated far beyond the region.
The campaign was flanked by a well thought-out campaign: teaser phase, shoot with players and testimonials, tattoo sampling, content production on all channels - designed and implemented in close cooperation with the FCSG marketing department.
Insights
The Säntis was more than just a venue. It was a symbol, the bearer of a message that goes beyond design. This is exactly where you can see what can happen when strategy, creativity and the courage to stage something come together: A jersey launch becomes a collective experience - for the club, the fans and the region.
"For us, the jersey launch was far more than just a product presentation - it was an emotional statement for an entire region. Together with bureau54 and our team at FC St.Gallen, we were able to develop an idea that makes our club colors, our fans and our home region visible in a unique way.
From the first concept sketch to the last camera cut, bureau54 not only understood our vision, but also implemented it with creativity, precision and impressive energy. Every detail - from the launch video to the campaign images to the mega jersey on the Säntis - was perfectly staged and reinforced our message: One club. Our colors. My home.
bureau54 was not just a service provider for us, but a real partner who created an unforgettable experience with passion, professionalism and a great sense of emotion"
- Troy Lüchinger, Head of Marketing FC St.Gallen 1879
