MORE THAN A CAMPAIGN, A SELF-SUSTAINING BRAND.
Street Soccer is a charity that fights homelessness through sport. Our campaign created a model that raised brand awareness, but also ensured SSUSA enough revenue to sustain the program for years to come.
We started by creating a platform, I PLAY FOR, along with identities and gear for each of the league's 20 teams. We designed branded merchandise that not only helped raise awareness, but generated much needed revenue for the program.
THE STREET SOCCER NATIONAL CUP
The pinnacle of the campaign was the National Cup. All 20 teams from around the US arrived in NYC to play in a championship tournament in the middle of Times Square. Over three days, the event drew tens of thousands of spectators.
BRANDING THE TEAMS
We created team identities based on the life goals players strive toward.
ADVERTISING, NON-TRADITIONAL, AND OOH
Our limited budget meant we had to get creative. We were lucky to have donated media buys that appeared on Slate.com and even a Times Square billboard, but everything else was totally guerrilla and up to us.
WELL, THIS IS A FIRST.
The players absolutely loved the campaign. It really made a mark on them. Some of them even had such a strong affinity for their team names, they made it permanent.