FC Annecy Third Kit

A new anthem [and a new kit] for FC Annecy

Starting point
When FC Annecy showed us the new third kit, they knew the Pays de Savoie flag would be the key feature, but they didn’t know what story to tell around it.

Objective
To design a campaign that not only launches FC Annecy’s new third kit featuring the Pays de Savoie flag, but also strengthens the club’s identity and connection to the territory.
It’s not about the kit. It’s about the Pays de Savoie.

Challenge
Make it local but not old school. Make it resonate with fans and deepen their affinity for the club, but make it interesting enough for a wider football fans audience at a national level.

Approach
At Primrose, we saw an opportunity to create a campaign that captured the spirit of Pays de Savoie. Recognizing that this jersey represented more than just the club, we set out to celebrate the local heritage, people, and places that define the region. Key elements included:

Reimagining Les Allobroges song:
Dating back to 1856 and remaining largely unchanged so far, Les Allobroges song deserved a revival. So, we teamed up with a renowned local rock band to give the anthem new life, celebrating its historical roots with a fresh sound that could be played in a stadium.
Shining a light of a new generation of Allobroges:
We crafted a film paying a tribute to the “new generation of Allobroges,” capturing breathtaking locations around Pays de Savoie. The video featured bold, brave locals such as FC Annecy’s team captain Ahmed Kashi and døds world record holder Côme Girardot, embodying the spirit of the anthem and the region.
Timing the Release for maximum impact:
The content was released just before the ‘Alpico’ derby against Grenoble. This strategically built excitement and engaged fans as the team climbed to third in the Ligue 2 BKT standings.

Results
Beyond numbers, and most importantly, the project received a warm reception from the FC Annecy community and beyond. Highlights include:

Players embracing the anthem, calling themselves “Allobroges Vaillants” after victories
FC Annecy adopting the new anthem as the official entrance song for players
Fans uniting in the stadium, waving flags, and singing along with pride

Through this campaign, we united a club and its community around a shared symbol of heritage and identity. We’re honoured to contribute to FC Annecy’s journey, and we hope the “Allobroges Vaillants” will keep fighting for the top.

In Collaboration With
🌼 Primrose | Hadrien Col | Jérémie Roturier
🎥 Diplodocus Production | 🎤 Benoit Portolano
FC🅰️ Maxime Mathieu, David Frank, Remi Tissot, Louis Pelissier