Client: QBE Insurance x Sydney Swans
Campaign: The Heartfelt Guernsey
ECD: Christian Finucane
Art Director: Callum Foot

A lot of heart went into this one. For nearly 40 years, the QBE logo has been on the front of the Swans’ guernsey. But in 2025, to help launch their new brand platform ‘At the Heart of it’ we did something unprecedented. We removed it. And replaced it with hand-drawn hearts created by kids supported by Save the Children and Sydney Children’s Hospitals Foundation (charity partners of QBE and the Sydney Swans). These small drawings were personal expressions from each child who helped bring this moment to life, placing the youngest and bravest Swans’ fans at the heart of the game. The idea came to life across every touchpoint of the game. From LED stadium signage and the match day run-through banner to big-screen content and national broadcasts. The impact didn’t stop at the final siren either. After the match, all 23 bespoke-designed, match-worn guernseys were auctioned off to raise funds for both charities. Drawn by hand. Worn with heart.