Saint Kilda Football Club membership had waned prior to the 2009 season. Whilst the Saints were performing solidly, the club was suffering from internal issues.
The 2009 Membership drive seized the opportunity to inject some positive energy, solidarity and unity back amongst supporters by declaring 2009 the year of the St. Kilda tribe.
The Member kit included branded collateral, poster, badging and temporary tribal tattoos.
Creative also included tribal themed advertising, PR, website updates and video blogs.
Membership of the club improved from 29,000 to 42,000, along with the team's performance.
The impact of the bold campaign imagery prompted Melbourne's leading newspapers to borrow it when reporting on the Saints during that season.