Le Stabil. Celebrating the red dirt pitches where we fell in love with the game.
Challenge
A football club’s identity is shaped by more than its colours, its players or its results. It is also rooted in the places where generations of supporters first fell in love with the game. For FC Annecy, we wanted to create a connection between the club’s new home kit and one of those places: the red dirt pitches where we fell in love with the game.
Insight
Wherever football takes us, we never forget where it all began.
Across the Pays de Savoie region and beyond, generations of footballers share memories of training and playing on red dirt pitches
Today, these pitches are slowly disappearing, replaced by synthetic turf. But their emotional value remains.
For FC Annecy, the connection was even more meaningful. The club played at Stade du Coteau from 1947 to 1964, making the historic pitch a powerful link between the club’s origins and the new generation.
Creative Answer
Le Stabil
We brought the new FC Annecy home kit back to where the story began. The campaign was shot on red dirt pitches. The imagery celebrates the different generations connected by the club, while paying tribute to the places where their passion for football was born.
The experience brought the club together around a shared piece of its history, from professional players rediscovering the joy of playing on a dirt pitch, to young players creating their own memories, and former players sharing old personal stories.
Before we ever wore this red, we all played on that one.
Creative PARTNERS 