Atlanta united fc Inaugural season
The Setup:
Atlanta got a soccer team. Before there was a stadium, a full roster, or even a kit, we decided to tell everyone about it.
What We Did:
We collaborated with Atlanta United and created the "Unite and Conquer" campaign which was featured in the New York Times for its unprecedented ability to do just that; Unite.
We developed the team's identity as a homegrown team and garnered support from fans across the city.
The Result:
The most successful sports franchise launch in history according to ESPN and Sports Illustrated.A 3-year waiting list for season tickets. And the league’s single-game attendance record broken 5 times in the first season and a half. The team’s 45,000 plus average home attendance was higher than any NBA or MLB team – a testament to a city united.
2018 Silver & Bronze Atlanta ADDY Winner
2018 Effie Award Finalist
2018 Atlanta Interactive Marketing Association Best in Show Winner
My Role: Copywriter (Agency)
Social Posts. Check. Manifestos check. Activations. Did that. Crafting Tone of Voice for Social. Yep.
brand mantras
Throughout the season, we keep our supporter's passion burning with mantras that act as rally cries for the entire city.
OOH Stunt
Rivalries are a part of the game. We sent Orlando City FC a note via billboard before we came in town. Needless to say the board was defaced within 24hrs, but we made the news and got the Dub.
Everyone got the message.
More people talking
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METRO WRAPS
Agency: Chemistry
Creative Leads: Chris Breen (CCO), Anja Duering (ECD)
Art Directors: Lindy Taylor, Charline Legér, Darnell Watts, Sadie Lesko