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!
Small firms can find it hard to match the energy, world class talent and diversity that make larger companies so competitive. It doesn’t have to be that way.
Start a business with less than 10 employees and you’ll soon discover how quickly your co-workers can seem dull. No matter how much you like them, walking into a small office with just the 6 of you feels as eerily quiet as church on a Tuesday morning.
Smallness can eventually work against you, as talent migrates out to rival firms with a mailroom bigger than your entire office and opportunities pass you by because you lack the scale and diversity needed to solve complex problems.
Realizing that we were not the only consultancy facing this challenge, we launched Kongo: our opportunity to surround ourselves with some of the brightest independent professionals and start-ups in the media and creative industries.
We opened over 5,000 square feet of beautifully designed loft-space to a small group of world-class designers, researchers, writers, producers, motion graphics experts, innovators and foreign correspondents. Some of our colleagues include FireFish USA (research), Positron (experiential design engineers), A Different Engine (UX design), Messaging Lab (biotech), QuesttoNo (product design), SmartAssDesign and Machine (innovation and design)
Based in Dumbo, the heart of New York’s most vibrant start-up community, we now collectively enjoy the resources of larger Madison Avenue agencies, with none of the politics.