Client: AT&T (Agency: Wasserman)
Ask: Execute an engaging fan-focused space that celebrates soccer, deepens fans connection to soccer, and encourages epic memories for the 2024 MLS All Star Soccer Celebration in Columbus, OH.
Approach: AT&T hosted a "picnic-esc" All Star Soccer Celebration, with foot pool , soccer-ball inspired photo op, delicious paletas (Mexican popsicles), and soccer inspired giveaways that led to an automatic chance to win tickets to MLS All Star Skills Challenge presented by AT&T.
Activation touch points: Grand Prize desk with grand prize countdown, kaleidoscope photo op, foot pool, a paleta cart and lounge space
Talent: Landon Donavan, Tim Howard, Darlington Nagbe, and Cucho Hernandez.
Role: Junior Art Director
Art Direction notes:
To create a buzzing, family-friendly and soccer-filled experience we created a concept inspired by picnics and cabanas. Taking in the unique multi-activity nature of picnics in the park, shade and structure of cabanas and creatively infused soccer elements throughout the space that felt tasteful and inspired to facilitate Fans connection to MLS through AT&T.
Results: 127% increased engagement from last year (2023); 11 Lucky winners with tickets to MLS Skills Challenge presented by AT&T for the following Tuesday; 382 items distributed and shared to AT&T customers at the Skills Challenge.
