Hey!
Hey! is at the heart of Union
What do you get when a telecom brand steps into the songs of a football club? A campaign that doesn’t just support Union Saint-Gilloise, it sings along! For the championship’s play-offs, hey! chose to celebrate the club’s unique supporter culture instead of creating a conventional sponsorship activation.
BBDO combined authentic match images with the lyrics of Union’s most recognisable chants, carefully arranged around the hey! logo worn on the players’ jerseys. This simple idea puts the brand in the middle of the action. From posters, buses and trams to stadium media, cafés and social videos with real fans, the campaign brings the voice of Union to life across Brussels.
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