We Are One

Client: Sela x Newcastle United

After a chequered history between Newcastle United (NUFC) fans and past sponsors, Sela committed to resetting that relationship by proving what first-class partnership could be – promising that our world-leading specialism (live events) would create unforgettable new experiences for fans and community.

A series of acclaimed activations followed, crescendoing to a one-year anniversary show that solidified the bonds built; a celebration in the heart of Newcastle – just for fans. Projected onto an iconic mill on the River Tyne, “We Are One” was a multi-sensory spectacular – a 3D-movie of cherished club moments, with complementary footage on gigantic “wall-of-water” screens rising from the river to create a layered visual narrative, choreographed with a light show, music, 360º soundscape – a full Vegas-scaled extravaganza, dedicated to NUFC fandom. The response was ecstatic. Attracted by cleverly cryptic guerrilla marketing, 15,000+ fans turned up on a chilly night, cheered as the narrative unfolded and, at its conclusion, spontaneously burst into a chant of “Sela! Sela! Sela!” – an extraordinary turnaround in fan sentiment. The event generated media reach of 450+ million, and Sela the brand garnered 4.5k mentions, leading share of voice and positive sentiment (95%) among Premier League sponsors.