Grenfell Athletic FC was founded by youth centre manager Rupert Taylor following the disastrous fire that engulfed Grenfell Tower in west London in 2017, providing a positive focus for the survivors, bereaved and wider community.
Since then, the football club has seen support from brands including Mercedes, Cadbury and Nike. New campaign Dream Carriers highlights its ongoing work with Nike, as they collaborate on a shirt design that carries drawings of the dreams and ambitions of the community’s young people.
Led by Brothers & Sisters, who are also behind the design of the kit, the campaign film features the same young people expressing their dreams and aspirations, along with a voiceover from rapper AJ Tracey, who grew up in nearby Ladbroke Grove.
The Dream Carriers project is rooted in the insight that young people from less privileged backgrounds tend to see their dreams fade at a younger age than those from wealthier communities.
All profits from sales of the shirts, which can be purchased from kitlocker.com, will go directly to Grenfell Athletic, enabling the club to mentor more young people and give them opportunities and experiences they wouldn’t normally have access to.
They will join the young people on its existing mentoring and work experience programme, who have already gained experience from a lawyer, a vet, an estate agent, a record company exec, and more.
Agency: Brothers & Sisters
Writer/ECD: Andy Fowler
Shirt Design: Ren Reed, Hetty Blair, Brothers and Sisters
Voiceover: AJ Tracey
Photographer: Seb Barros
Direction, Animation & Design: Electric Studios