OBJECTIVE identify the creative strategy, name and visual expression to be used in everything from in-store displays, packaging, social media and traditional advertising.
CHALLENGE how to succeed sponsoring a sport where your brands lack the relevance of Nike and the history of Coke?
INSIGHT in the US, soccer is still a poorly understood game. Although it #1 by number of players, 70% of them drop out of the sport by age 12. Being passionate about soccer is like being in love with the wrong girl in school: fans often have to justify themselves, wishing others only knew how awesome she really is.
SOLUTION we created Pass The Love, asking each fan to turn one friend into a fan and thus help the Beautiful Game grow in the US.
Pass the Love took off: after appearing on packs of Oreos and Ritz the fans and players adopted it, becoming the rallying cry posted in the team’s World Cup’s lockers and a top trend on Twitter.
The 2015 women’s final became one of the most watched games in US history, exceeding the 2014 NBA Finals and World Series.
The ladies won, and #PassTheLove confetti rained down on them as they paraded down the Canyon of Heroes in downtown NY. Goal!