The Emotional Pull of a Brand: Inspired by the Story of Grenfell Athletic FC

An inspirational session about the football club born out of the ashes of the Grenfell tragedy with practical tips on how brands can meaningfully and powerfully impact local communities. Brothers & Sisters started life in the shadow of Grenfell Tower in 2005, so in 2017 when tragedy struck and a fire killed 72, injured 70 and rendered hundreds homeless, agency founder & ECD Andy Fowler felt compelled to help. When community support worker Rupert Taylor founded Grenfell Athletic FC, a football team made up of survivors and the bereaved, Andy saw the potential of the club to not only become a positive force for the players but to become a powerful brand, unlocking amazing stories around the power of sport to heal. A football team that jumps over tribal loyalties to represent something far greater. They began an extraordinary creative journey, partnering with the likes of Mercedes, Nike, Cadbury & Soho House, persuading 72 celebs to wear the kit, and breaking Kitlocker’s grassroots football shirt sales record. It’s an account of how a powerful brand story can galvanise creative energy and how rewarding it is to divert resources into something so meaningful.