--- title: Sir Bobby Robson Foundation date: 2026-10-05T10:34:00+01:00 author: Cravens canonical_url: "https://cravens.co.uk/work/allwyn-2" section: Case studies --- Case study # Sir Bobby Robson Foundation - Brand Strategy - Brand Identity - Film & Motion - Communities From patients to patrons, relatives to radiologists, everyone at The Sir Bobby Robson Foundation plays their part in driving major advances in cancer trials, treatment and care. Formed by the legendary football manager, it’s aiming to build a state-of-the-art cancer trials research centre. But how do you encourage even more people to come together to fund such an ambitious vision? By turning them into one big team. ![Cravens Case Study Sir Bobby THUMBNAIL](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/caseStudies/allwyn-2/Cravens_CaseStudy_SirBobby_THUMBNAIL.png?bossToken=2a87d4b214982cc58030c36cb60861de6e35d599c6cd6bbb3803ebc8c856ffd9) ![Cravens Case Study Sir Bobby THUMBNAIL](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/caseStudies/allwyn-2/Cravens_CaseStudy_SirBobby_THUMBNAIL.png?bossToken=2a87d4b214982cc58030c36cb60861de6e35d599c6cd6bbb3803ebc8c856ffd9) ## Finding the heart Sir Bobby Robson knew that great things are never achieved alone. They take a team. Throughout his career with Ipswich, Barcelona, England and Newcastle United he managed some of the greatest players in the game. Yet it was the Foundation he formed that he called his ‘Last and Greatest Team’. We took this insight as the powerful aligning thought behind the appeal campaign to build The Sir Bobby Robson Institute. ![Cravens Sir Bobby Landscape 001](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/Cravens_SirBobby_Landscape_001.png?bossToken=0799b8a0854897a020c22a5d0c42face7a20ab890f3c6944839fa56e5053e43a) ![Cravens Sir Bobby Landscape 001](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/Cravens_SirBobby_Landscape_001.png?bossToken=fa022dc2fd6bab5773e64e9ea6ff65f53ccda32c7ada7fe40191e7630c9ffbfb) ![Cravens Sir Bobby Landscape 002](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/Cravens_SirBobby_Landscape_002.png?bossToken=b1be6f10862ab8ea2c59142f88e02c8040a408ed5795f98552bd6f3c63953170) ![Cravens Sir Bobby Landscape 002](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/Cravens_SirBobby_Landscape_002.png?bossToken=224415e4ef97b6cae7bf983579be3cfd91f214646bcf7a91aa9aa7dc1078443b) ![Cravens Sir Bobby Landscape 003](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/Cravens_SirBobby_Landscape_003.png?bossToken=65889ab5d48bf59cf80e70e96e06eb7bbf6bb455120380b22f9f6394121aef35) ![Cravens Sir Bobby Landscape 003](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/Cravens_SirBobby_Landscape_003.png?bossToken=36b6ea7b9ba9ea0965727d253dabe34c6ceeea5a986dd3cdb93aaac5807b9444) ## Giving it bite We created an identity built around the idea of a legendary team, creating a football inspired badge that could be worn on shirts, displayed across charity literature, social media posts and even bus wraps driving around the North East. Then we began assembling a team of people to tell the world. Gabby Logan voiced our radio ads, while former Newcastle striker Shola Ameobi (who was handed his Newcastle debut by Sir Bobby) fronted a heartfelt campaign film encouraging people to join Sir Bobby’s team. ![Cravens Sir Bobby Landscape 004](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/Cravens_SirBobby_Landscape_004.png?bossToken=fd563feb77d8368cb54cf48896494d30b6087a1dfced33f97a95aa2bb2dea992) ![Cravens Sir Bobby Landscape 004](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/Cravens_SirBobby_Landscape_004.png?bossToken=fb7b47970dc4450f93ba8b8f75438a1462283e87db9dbad3cf5101aa8346f3d7) ![Cravens Sir Bobby Landscape 005](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/Cravens_SirBobby_Landscape_005.png?bossToken=ddd14cc65001f4448df6afb897f60bd808fccfc1993615832a635a156eef55b2) ![Cravens Sir Bobby Landscape 005](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/Cravens_SirBobby_Landscape_005.png?bossToken=9a16518653e1cdc5dd0422e2e5d6e3c8c42001755c10f00cdf23e4149b7abe73) ![Cravens Sir Bobby Landscape 006](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/Cravens_SirBobby_Landscape_006.png?bossToken=15c181568d025b75c2004f2072a101e1d2392724cc87a507196da8aa0b357cc5) ![Cravens Sir Bobby Landscape 006](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/Cravens_SirBobby_Landscape_006.png?bossToken=2c6e8c1a6227f4d493875d24cf7fe3f62fcf62fb182300dd94cca863671f95cf) ## The impact As well as helping to raise vital funds for the Institute, Sir Bobby’s Last and Greatest Team is inspiring the people who work at the Foundation, bringing together everyone from patients undergoing trials, to medical staff and volunteers to work as one team to help bring the great man’s vision to life. ![Cravens Sir Bobby Landscape 007](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/Cravens_SirBobby_Landscape_007.png?bossToken=c9f98f19c33b4627a111eb2cbb6d0a91c885694ce347e27f0ec81741ade7e47b) ![Cravens Sir Bobby Landscape 007](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/Cravens_SirBobby_Landscape_007.png?bossToken=56db93c879f1b2231c5529123d9717b6fb3e75b754e593235a513a9ea0abe980) ![Cravens Sir Bobby Landscape 008](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/Cravens_SirBobby_Landscape_008.png?bossToken=70f6e2fe0f3689aceb9b8030c261c3d5b13d69d602aed0adbe89eff3fe84de97) ![Cravens Sir Bobby Landscape 008](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/Cravens_SirBobby_Landscape_008.png?bossToken=e79337cabff88d0644236449ef135c0c7629cc4fbd4a7a553ae2ec4af6d1458e) ![Cravens Sir Bobby Landscape 009](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/Cravens_SirBobby_Landscape_009.png?bossToken=b0ee4a84a7ffd17d75baba230bc2826704445471a6c6dee8e13e1140e0041dff) ![Cravens Sir Bobby Landscape 009](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/Cravens_SirBobby_Landscape_009.png?bossToken=57d532a23c7fc2a2b228c915c94d3a9e1947a26719175168d5ae072cf9d68e09) ## Case studies - [British Triathlon](https://cravens.co.uk/work/british-triathlon) Brand Strategy Brand Identity Sport Communities - [Takk](https://cravens.co.uk/work/takk) Brand Identity Brand Strategy Consumer Brands - [FIM E-Xplorer World Cup](https://cravens.co.uk/work/fim-e-xplorer-world-cup) Sport Brand Identity Film & Motion Live Experiences - [Zinsser](https://cravens.co.uk/work/zinsser) B2B Film & Motion Brand Strategy Campaigns - [Grosvenor Casinos](https://cravens.co.uk/work/grosvenor) Brand Strategy Campaigns Entertainment & Gaming Brand Identity - [William Hill](https://cravens.co.uk/work/william-hill) Brand Identity Content Strategy Social Sport - [Parkdean Resorts](https://cravens.co.uk/work/parkdean-resorts-hhinfa-campaign) Campaigns Film & Motion Travel & Tourism Leisure & Hospitality - [Rugby League World Cup](https://cravens.co.uk/work/rugby-league-world-cup-2021) Brand Strategy Sport Campaigns Live Experiences