Challenge
Celebrate one year of partnership with Newcastle United in a way that goes beyond traditional sponsorship — creating a moment that unites the club, its fans and the wider city.

Insight
Football clubs don’t just represent teams — they represent cities, communities and shared identity. The strongest connections are built through collective experiences that people can feel together.

Idea
“We Are One” — a large-scale public spectacle designed to bring the city together, celebrating the unity between club, fans and community through a shared moment of pride.

Execution
A 9-minute spectacular, light and water show on Newcastle Quayside, staged on the eve of the Blaydon Races (a traditional annual celebration in Newcastle). Using projection mapping across the Tyne onto the iconic Baltic Mill, to tell the story of the club, from iconic moments like Alan Shearer goals to tributes to legends such as Bobby Robson. The experience brought together past and present, including both men’s and women’s teams, in a city-wide celebration.

Result
Delivered a landmark public event celebrating club, city and community - over 15,000 people in attendance
Strengthened emotional connection between Sela, Newcastle United and its fans
Reinforced Sela’s position as a partner creating “spectacular” experiences, not just sponsorship