My favorite pieces and the stories behind them.
Client / Degree Men
Media / Digital, Consumer Promotion, Experiential
Challenge / Leverage a partnership with USMNT Captain, Clint Dempsey at the 2014 World Cup
Idea / An integrated, digital platform: Degree is sending every US fan to Brazil
I am not a US Men’s soccer fan. In fact, I don’t watch soccer at all. But in true creative form, I really became a believer in the months leading up to the 2014 World Cup.
By all accounts, the USMNT didn’t stand a chance in the tournament. Our mission was to galvanize the fans. So, we teamed up with the American Outlaws and the rest of the USA to build support for the ultimate underdogs.
In the initial phase, we invited diehard fans and bandwagon jumpers to show their support for the USMNT in social, while entering for a chance to win the ultimate fan experience at the World Cup in Brazil.
The photo uploads were then used to create an epic fan banner. Once complete, it was unveiled on Good Morning America and displayed in the team’s training facility in Sao Paolo as a physical reminder of the support back home.
The team went on to survive the Group of Death. Coincidence? Nope. Am I still a USMNT fan? Check back in 2018.