Completely Dogues

To support the LOSC 2026–2027 season ticket campaign, SPK developed a creative territory capable of capturing the intensity of the bond between the club, its supporters and the city of Lille. The central idea — "Complètement Dogues" — is rooted in a collective feeling: the one that makes the stands shake, spans generations and turns every match into a ritual. The campaign sought to position the season ticket not as a simple purchase, but as a way of living every moment with the LOSC state of mind. The campaign was built around a red, dense and expressive graphic direction, constructed from images of supporters in full celebration. The key visuals highlighted scenes of fervour, closeness and emotion, with bold typography and an immersive visual treatment. The goal was to create an immediately recognisable campaign — popular, intergenerational and true to the energy of Stade Pierre-Mauroy and the Lille community alike. SPK also designed a system that could easily be adapted across different communication formats: social formats, posters, banners, informational visuals and conversion-oriented assets. The project also incorporated an agile production logic, with the ability to work from existing photos, adapt them or enhance them through visual retouching. This approach gave LOSC a coherent, expressive and fully activatable campaign across the entire season ticket journey, from the emotional message through to the call to action.