The North East is the hotbed of football with fans of Sunderland renowned for their incredible passion regarding every aspect of their team. To echo the unity between both players and supporters, the 2013-14 season card campaign used various images of fans projected onto the athlete's face and body, thus immersing them in the love for the club. The resulting images evoked passion and unison and the way some of the colours interact with the subjects can be reminiscent of a mural or even war paint.