Our Soccer
by MLS
BRIEF → Grow share of sports fans in North America for MLS.
CHALLENGE → North America’s lack of identity in the global game, and lack of airtime on networks.
IDEA → Our Soccer, a platform to express the swagger of North American soccer.
EXPRESSION → Strategy, Tagline, Launch Films, Photography, Design, Tone of Voice.
IMPACT → Sports fans are 25% more likely to view and consider MLS.
Campaign Strategy
With dozens of countries of origin represented on the pitch during any given match, MLS is by far the most diverse league in North America. Add to that its open, inclusive stadium atmosphere for supporters, and what you get is the most progressive league in North America as well. Working with research from Boston Consulting Group, we identified these areas as opportunities to differentiate MLS from other leagues, and how they overlapped with the needs of tomorrow’s sports fans in order for MLS to scale. With that as our foundation we developed a campaign strategy that Our Soccer derives from and is demonstrated across the league by its clubs, players and supporters.
Campaign strategy pillars
A legacy of openness and belonging with MLS supporters
Stadium seats honoring 49 victims of the Pulse nightclub shooting at Orlando City
With our openness comes an inclusive stadium atmosphere
Tagline & Logo
Our Soccer. It captures the indie spirit of MLS and the community within it. It’s an invitation to express ‘the swagger of North American soccer’ through team pride and individual style. The use of “Our” signals it’s a platform that unites fans, players, clubs and partners to celebrate the loudest, proudest, most progressive league in sports, MLS.
Multilingual tagline for diverse fans
Incites local and national pride in the Global Game
Launch manifesto
Launch Films
The mission for Our Soccer on film was simple: show the swagger of North American soccer through the eyes of MLS fans. The launch film is narrated by rapper 2Chainz, a devoted Atlanta United supporter, as he watches a game from his home studio. The World Cup film is narrated by singer Miguel, a devoted L.A. Galaxy and Mexico team supporter, as he watches a Galaxy match while supporting the Mexican players in their squad.
Photography
Every club and its players have their own unique style that create the swagger of North American soccer. Capturing this was fundamental to the campaign toolkit as we shot dozens of players from across the league to be used when promoting matchups. To dimensionalize swagger we created a brief for game photographers to capture the intensity of the stadium atmosphere and the energy of the players.
Portraits by Marcus Smith
Design
The design system for Our Soccer had to feel bold and energetic while remaining simple enough to work across a wide range of media and environments. Working closely with the in-house design team at MLS, we created a toolkit of guidelines, assets, and solutions to the challenges they face. We then activated the toolkit by developing the assets for the campaign launch, with the in-house team taking things from there.
Campaign toolkit
OOH for derby between LA Galaxy and LAFC
OOH for rivalry matches
OOH for league campaign
Promotion for “El Tráfico” (derby between LA Galaxy and LAFC)
Motion design system for TVC
Tone of Voice
The tone created for Our Soccer was an opportunity to differentiate MLS both from other sports in North America and other soccer leagues overseas. It speaks in the voice of the players and fans as they hype themselves up before a match. Getting that right was necessary if we wanted the platform to be embraced by clubs and fans alike.
Enlisting the global game’s fans in North America with local pride.
Outline:
Our Soccer is Major League Soccer’s brand campaign which unites its fans, players and clubs across North America to take pride in how they do the global game. The campaign differentiates the league with openness, belonging, and expression as its experience pillars. Our Soccer proudly flexes on other leagues as the most diverse and progressive league in the world, and features cultural influencers and the league’s best players serving us with ‘The Swagger of North American Soccer.’ Launched and sustained throughout each season since 2018, the campaign includes films, content, digital, OOH, and experiential events, and is executed by MLS clubs, partner networks, and brand sponsors using the toolkit we provided.
Background:
Founded in 1994, MLS is the fastest-growing league in North America, and due to become one of the top four leagues in the U.S. and Canada. In recent years sports fans have begun paying increasing attention to soccer due to ‘World Cup fever’ and several players becoming global celebrities. With so many MLS players featuring in FIFA World Cup 2018, MLS saw an opportunity to scale its viewership with a brand campaign that draws attention to the league’s players featuring in the Cup while also capturing the spirit of community and rivalry felt during the competition.
Challenges:
Compared to other sports in North America, soccer is still growing and with that, MLS is fighting a reputation as a fledgling league whose best players can no longer compete in the elite leagues overseas. However, MLS is also the most diverse league in the world, and as the commissioner would put it, it’s “the league for a new North America” — a culture that is increasingly more diverse and young, where sports fans from any background can belong and express themselves. After its first two years Our Soccer has helped scale the league with increased viewership of 25% and positions it to compete with other top leagues looking to grow share of young sports fans.
Impact:
Year-over-year growth with average game attendance of 21,873 in 2018
League-wide adoption of the Our Soccer toolkit by clubs, networks, and league partners (first time in MLS history)
77% of sports fans rated the campaign ‘Excellent’ or ‘Very Good’ in overall appeal
25% said they were more likely to view and consider MLS
Press
Bleacher Report → How Can MLS Become One of the World’s Top Leagues?
Billboard → Miguel Celebrates the World Cup in New MLS ‘Our Soccer’ TV Spot
The Fader → Watch this new MLS commercial starring Miguel
Vibe → Miguel Shares Love For Soccer In “How We Do” Major League Soccer Ad
Hip Hop DX → 2 Chainz & Miguel Star In MLS “Our Soccer” Commercials Ahead Of 2018 Fifa World Cup
Team
Brand → Major League Soccer
Agency → Cornerstone (in-house agency for The Fader)
Client Team → David Bruce, Darcy Hargadon, Don Garber, Gary Stevenson, Jesse Perl, Thibault Chevillard
Creatives → Adam Kenny, Andy Bull, Arturo Garcia, Courtney Kuhlman, David Rosenfeld, Friko Starc, Grace Gordon, Hannah Lo Bello, Jill Menor, Kristina Baptiste, Kristyn Cheek, LP Riel, Matthew Schaffer, Shaung Wan, Simone Henault, Steve Caputo, Tommy Korad
Photographers → Marcus Smith, Ethan White, Matthew Stith
Directors → Clayton Vomero, Rollo Jackson
Production → Somesuch