Harry Kane: The Numbers Tell the Story

TOTTENHAM HOTSPUR FOOTBALL CLUB

As Harry Kane closed in on breaking the all-time scoring record for Tottenham Hotspur, I was asked to concept a look and feel for the inevitable celebration campaign that would follow.

The campaign needed to be impactful and celebratory, considering visuals that would work across print, web, social, stadium screens and retail.

The moment needed to feel heroic, premium and iconic, befitting of a Spurs legend. Using dramatically lit, statue-esque photography in a colour wash of deepened club navy with gold accents, the visuals felt inherently ‘Spurs’ and had a sense of royalty about them. To inform the design direction and give the campaign a uniform message, I came up with the tag-line ‘The Numbers Tell The Story’. This worked well from a visual point of view, and the number 267 fitted nicely into the tag-line to create a memorable lock-up.

The numeric list provided a subtle backdrop across the key visuals, covering the entirety of the canvas yet disappearing into obscurity in places as if to emphasise the ‘infinite’ range.

Harry scored his record breaking goal at home to Manchester City on 5th February 2023, to the backdrop of a complete takeover of stadium screens with ‘The Numbers Tell The Story’ creative.

Year

2023

Project Type

CREATIVE DIRECTION | GRAPHIC DESIGN | CAMPAIGN

Campaign Toolkit

The colour palette was adapted from core Tottenham Hotspur colours and introduced a subtle gradient. The gradient is the primary backdrop to all compositions and imagery.

The gold foil texture was also provided as part of the toolkit and was used to overlay certain elements of the lock-up, secondary elements and tagline.

Secondary Elements

Cockerel & Number

Primarily for digital use, this was designed to be updated post-match to reflect the current record.

Celebration Silhouette

Designed for small details on retail use.

Kane Signature

Harry's signature was included to be used sparingly in graphic application for authenticity.

Retail

The retail activation surrounding the campaign spanned multiple product types and was allocated it's own area of the Tottenham Experience.

The decision was made to donate a portion of the profit to the Tottenham Hotspur foundation and the Harry Kane foundation.

Limited Edition Prints

The graphic range of the campaign allowed multiple prints to be created at different price points.

267 Limited Edition prints were created of the print detailing Harry's 1st, 100th and 200th goal. This included foiling of the gold detailing, which elevated the appearance.

All graphics were also produced as posters and postcards.