Barclays “We Are All Fans”

Barclays U.S. wanted to run media across various sports sponsorships. 

But they had a problem.  Their core business is built around partner-branded credit cards. American Airlines, The Gap, and Wyndham Hotels, to name just a few.  How could we find creative common ground between championships and credit cards? 

Fandom.

Many global sports have a solid and passionate fan-base in the U.S.  But partner card-holders are fans too.  Fans of the brands they carry around in their wallets.

So what if we took the typical definition of fandom, and smashed it?  What if we widened the aperture of who qualifies as a “fan”? And made fandom a club accessible through the currency of passion.

Do fans sit in the bleachers and cheer for superstar athletes? Sure. But fandom is bigger and wider than that.

And that’s what we set out to prove in Barclays first brand TVC from Team One.