I PLAY FOR by Publicis Kaplan Thaler New York for Street Soccer USA


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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency Publicis Kaplan Thaler New York
Creative Director Tom Drymalski, Perry Essig
Editor Eric Carlson
Released June 2010

Credits & Description

Category: Charities & Not For Profit
Product/Service: STREET SOCCER USA
Date of First Appearance: Jun 25 2010
Chief Creative Officer: Rob Feakins (Publicis New York)
Creative Director: Perry Essig (Publicis New York)
Creative Director: Tom Drymalski (Publicis New York)
Agency Producer: Veronica Williams (Publicis New York)
Director/Cinematographer: Christian Witkin (Washington Square Arts & Films)
Editor: Eric Carlson (Washington Square Arts & Films)
Editing Company: (Holligan)
Music Company: (Amber)
Sound Design/Arrangement: Bix Sigurdsson (Amber)
Post Production: (Holligan)
Media placement: TV - One Spot - WDCW - 24, June, 2010/to present
Media placement: Team Logo/Team Apparel - Online, At Event - 24, June 2010/to present
Media placement: Team Merchandising - Online, At Event - 24, June 2010/to present
Media placement: Out Of Home - Event - 23, June 2010/to present
Media placement: Website - Website - 23, June 2010/ to present

Describe the brief from the client
Design a Street Soccer USA patch that can be sold as a fundraiser.

Describe the challenges and key objectives
In order to create an emotional connection, we needed to go deeper and wider than just one patch. Based on the key insight that players were participating for emotional reasons, we ended up designing an entire league identity from scratch – from naming the teams to designing team crests to teams kits. One key consideration was not falling back on the typical sentimental approach for combating homelessness.

Describe how you arrived at the final design
We designed a comprehensive campaign to draw attention to the emotional reasons for playing. For the US Cup in Washington, DC, we created a television spot to drive awareness, along with oversized posters around the arena, printed pieces that were handed out and, most importantly, team kits that the players wore and that fans were able to purchase.

Give some indication of how successful the outcome was in the market
The I PLAY FOR brand was featured on the NBC Nightly News and CNN, as well as seen by thousands of spectators at Street Soccer events. More importantly, our entire run of jerseys featuring the team patches sold out, creating a healthy revenue stream for the cash-strapped charity. It has also served as Street Soccer’s calling card as it goes after bigger sponsors – Nike and Microsoft have already contributed, and Street Soccer is in talks with several other Fortune 500 companies.