The Power Pirateers is a kids’ activation brand created by the Port Adelaide Football Club, engaging little kids aged 2 to 6 years. Its primary focus is engaging young kids and families without a connection to the club.
- Art Direction
- Brand Identity
- Brand Strategy
- Content Development
- Mobile & Responsive Sites
- Print Layout
- Video Production
Kids make on-field connection with their footy heroes around the age of 6 or 7. Before that they struggle to even understand the game.
The goal of the Pirateers is to build bridges with the kids in that age group, then transition them through into Junior Membership at The Port Adelaide Football Club. Pirates were chosen as a theme because of their universal appeal. The brand was to be friendly, non-adversarial and focus on adventure and fun.
Our starting place was to look at the worlds of Pirates, AFL and the Port Adelaide Football Club. Out of this mix we created the story of Footy Island, a place where our young heroes, Jack Lightning and Daisy Cutter, kick around cocoballs between palm trees and have all kinds of great adventures.
The gang consist of stars of the Port Adelaide team; Travis the Brave, Buccaneer Brad, Chad the Trickster, Ollie the Bull and Brownbeard Hoff. Over time, this gang will evolve, with Jack and Daisy continually anchoring the ongoing narrative.
Execution to date has included story books, mascots, game day activations, membership merchandise, large inflatable for game day, a stage show, digital platforms, display, print, eDM and a whole lot more.