Football evokes strong emotions – happiness, excitement, passion. At the opening game four supporters were equipped with sensors that measured pulse, EMG and galvanic skin response – all physical expressions that can be linked to strong emotional reactions. And as expected – the emotions ran wild. We used the data to create a motion graphic design. The various data affected the design so that each and every emotion got a unique expression. We then used the design in film, print and even merchandise. In that way every bit of the communication during the season was inspired by the supporters’ emotions.

When you experience excitement, happiness or other strong emotions your body naturally reacts. Common reactions are elevated heart rate, muscle tension and sweating. By using sensors that measured pulse, EMG and galvanic skin response we were able to measure and record these reactions. The outcome, i.e. the data, could be linked to strong emotional reactions.

We used the data to create a motion graphic design. The various data affected the design so that each and every emotion got a unique expression. We then used the design on social media, print, outdoor digital billboards and merchandise such as signed posters.

Every game during the season was promoted with a unique emotion from one of our fans. In that way every bit of the communication during the season was inspired by the supporters’ emotions, showing the true beauty of football.

Several newspapers picked up on the experiment and the campaign was much appreciated by the fans who spread it on social media. An art exhibition with a print version of all the emotions is now being planned.

Our main target audience is the the IFK Göteborg supporter who only attends one or two games per season but keeps up with the results on a regular basis. It’s easier to get a fan to come to the arena a few more times during the season than to inspire non-football-goers to attend their first game.

With the campaign we were able to both honor our fans and remind them of the true wonderful feeling of watching a game live at the arena. The people participating were of different genders, ages and backgrounds to represent all of our fans.

IFK Göteborg is one of the greatest football clubs in Sweden. After over a century of exciting games, much due to passionate support from their fans, they felt that they wanted to give something back. To honor the fans of IFK Göteborg and to get more people to watch the games we decided to show the supporters true emotions to the rest of the world.