“All Eyes on US” • Drive Tune-in on Fox Sports
I don’t say ‘dream project’ lightly.
☝️This one is probably about as close as it gets.
_____
I’m a life-long fan of women’s soccer, particularly of the USWNT, and I still remember how excited I was when I got this brief.
For weeks I got to to spend my work hours sharing insights about my favorite players, getting our creatives hyped for the upcoming tournament, and crafting the story of this 2019 US team. This kind of project is exactly why I got into advertising.
'Final Warning'
The context:
Fox Sports needed a major push to get casual sports fans as excited about the Women’s World Cup as the diehard USWNT fans already were. We needed a platform that helped people understand the team’s storyline and make them believe that each game was actually worth watching…even if they thought it was going to be a blowout.
This presented an interesting challenge: when a team is expected to dominate, how do you convince people that every game is worth watching?
The truth:
The greatest team in the history of the sport was ready to take the world stage.
The POV:
Make their dominance the main event.
We set out to make a campaign that put the world on notice, and created a simple rally cry to do it:
All Eyes on US 🇺🇸
'Goliath'
Not just coming to win, but to put on a show.
'The Warrior'
'The Finisher'
This creative platform was flexible enough to adapt to any matchup, any player, any fan, or any moment through the tournament, helping fans stay invested in the story of the tournament.
In the end, this team did go on to win the back-to-back world title, and viewers tuned-in in record numbers. The USWNT was on top, and proved beyond doubt that they are the best team to ever do it.
☝️Bonus content of me living my best life as a fan at the tournament!
Creative Credits:
CDs: Gary Van Dzura + Christine Santora
Creatives: Matt Mulvey + Laurence Melilli + Meredith Marino