Una Storia Infinita / An Endless Story

OPPORTUNITY
Over the years, with both victories and losses, every generation of Parma Calcio's fans has lived through a distinctive story within the city's soccer club. This has led to the division of their collective identity.

INSIGHT
Delving into the origins of soccer fandom, we discovered that in 1900, English supporters led the way by wearing colored scarves, symbolizing unwavering team support. Over time, the scarf transformed into an iconic symbol of unity, identity, and a lasting connection that spanned generations of fans.

SOLUTION
To rekindle the connection between the club and its supporters, we created a scarf that stretched the length of the soccer field, enabling fans of all ages to sign it alongside Parma Calcio's soccer players. They held it together inside the stadium, symbolizing unity and a shared story. This experience made them feel like the club's narrative was literally in their hands, allowing them to collectively restart writing an endless story.

IMPACT
Parma Calcio sold 13,000 more season tickets than the previous year, for a 22,000-seat stadium.

Client: Parma Calcio
Agency: Caffeina
My role: Graphic Designer
Creative Direction: Alessandro Lapetina
Project Management: Federica Rotondo
Year: 2019