I PLAY FOR [video] Publicis Kaplan Thaler New York para Street Soccer USA

I PLAY FOR [video]

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Sector Aparatos de gimnasio y fitness
Media Case study
Mercado Estados Unidos
Agencia Publicis Kaplan Thaler New York
Executive Creative Director Tom Drymalski, Perry Essig
Creative Director Jim Kotulka
Art Director Kat Saoyen, Christopher C. Smith, Julie Eyerman-Allard
Copywriter Alexis Garber, Brad Mislow, Jennifer Stopka, Brian Bellanca
Photographer Ian Young, Dylan Coulter
Publicado diciembre 2012

Creditos y descripciones

Advertiser: STREET SOCCER USA
Agency: PUBLICIS KAPLAN THALER
Category: Best Integrated Campaign Led by Promotion and Activation
Advertising campaign: I PLAY FOR
Photographer: Dylan Coulter (Peter Bailey Company)
Art Director: Kat Saoyen (Publicis Kaplan Thaler)
Copywriter: Jennifer Stopka (Publicis Kaplan Thaler)
Copywriter: Alexis Garber (Publicis Kaplan Thaler)
Copywriter: Brian Bellanca (Publicis Kaplan Thaler)
Art Director: Christopher C. Smith (Publicis Kaplan Thaler)
Creative Director: Jim Kotulka (Publicis Kaplan Thaler)
Copywriter: Brad Mislow (Publicis Kaplan Thaler)
Photographer: Ian Young (Freelance)
Art Director: Julie Eyerman-Allard (Publicis Kaplan Thaler)
Executive Creative Director: Perry Essig (Publicis Kaplan Thaler)
Chief Creative Officer: Rob Feakins (Publicis Kaplan Thaler)
Project Manager: Sharon Malcolm (Publicis Kaplan Thaler)
Executive Creative Director: Tom Drymalski (Publicis Kaplan Thaler)
Implementation
Our solution came to life as the IPLAYFOR campaign. We created comprehensive brand identities for each of Street Soccer’s 19 teams, and chose team names based on the life goals these homeless players strive for. We also created posters, web banners, guerilla art, a TV spot and a Times Square billboard. IPLAYFOR.org gave Street Soccer a prominent presence online. Players and fans around the world used it to connect with and support each other. The momentum of IPLAYFOR even convinced the City of New York to allow Street Soccer to host its National Cup in the middle of Times Square
Relevancy
IPLAYFOR called attention to a little-known national organization. Every piece of communication centered on the homeless players and their real-life goals. This added human element differentiated Street Soccer from other charities by giving communities something interact with, but more importantly, something to root for.
Outcome
-On the weekend IPLAYFOR.org launched on Facebook, Likes increased by 432% and reached 68,000 people in seven countries-European sportswear brand, Kappa saw IPLAYFOR and became a major sponsor of Street Soccer by donating funds, jerseys and equipment-Slate.com gave IPLAYFOR a free homepage takeover which led to 4.5 million views-Numerous players got tattoos of the campaign logo and team crests-Street Soccer achieved its goal of becoming a self-sustaining charity-IPLAYFOR helped Street Soccer get 75% of its players off of the streets
Client Brief Or Objective
Street Soccer USA is a nonprofit that uses the structure and camaraderie of soccer to help the homeless get off the streets and transform their lives.Our agency was asked to gain more awareness for Street Soccer and inspire surrounding communities to get involved, volunteer, and donate. Our biggest goal was to help generate enough interest across the globe so Street Soccer could realize its goal of becoming a self-sustaining charity.