Royal Sporting Club Anderlecht is Belgium’s most prestigious football club. And for 30 years, BNP Paribas Fortis had been its proud sponsor. In order to celebrate this sponsorship anniversary, we wanted to offer a present to the club’s most precious asset: its supporters. We chose the 1 thing the club didn’t have: a hymn that unites all fans.All club fans were invited to write and select the lyrics together. Then they were asked to rehearse and sing the new hymn in front of their webcam, even record themselves while doing so. Finally, they were invited to join in singing the song at its première.At the launch of the hymn, Anderlecht won the ‘classico’ against all-time rival Standard 5-0. They took the lead in the championship and became the national champion at the end of the season.

PHASE 1: CO-CREATIONBefore the season, a TV and print campaign invited the fans to take part, for 6 weeks. On a website they could propose lyrics and ‘like’ proposals made by others. At the end of this phase we proposed 2 text versions and let the fans vote.PHASE 2: REHEARSALFor 1 month fans rehearsed the song before their webcam and submitted their performance on a wall. During the pre-season matches, fans could sing the song in a ‘sing box’ in front of the stadium, performances that would be used in the videoclip of the hymn.PHASE 3: REVEALFor 2 weeks, posters announced the première, right before the game against historical rival Standard. In a webfilm several players pushed the fans to sing along. At the première 25,000 purple-white scarves were distributed in the stadium. 1 side featured the lyrics; the other side, the slogan, 'one team, one voice'.

125,593 fans participated in the write and sing phase.At the launch of the hymn, 25,000 throats sung along in an emotional première - goosebumps included.Anderlecht won the ‘classico’ against all-time rival Standard 5-0. They took the lead in the championship and became the national champion at the end of the season.