It’s no secret that Argentinians love soccer. So when Argentinian wine brand Trivento became the first to sponsor the USA’s Major League Soccer tournament (MLS), they were understandably motivated. Soccer is currently surging in popularity among young US fans, rising 11% in 2017, while football, basketball and baseball all experienced drops.
Working under the partnership’s claim “A shared passion,” DAf was charged with creating assets for distribution nationally in the US, to support Trivento’s MLS sponsorship.
The challenge was clear: to create a full digital campaign, supported by on and off-trade POS, that encompassed MLS’s different programs (Kick Off, All-Star games, and Finals) while strengthening the shared value between wine and soccer.
Our target audience was made of 25 to 45-year-old, mostly male, digitally-fluent soccer and wine fans. It was therefore clear that our digital campaign had to speak to a variety of age demographics while encompassing MLS’s major programs and the many teams that compete.
With 24 teams in MLS across 24 states, DAf proposed the angle “Choose” as the call to action for fans to get behind their team—and now, by extension, behind Trivento.
DAf developed four different lines of brand communication:
“Choose the best” (tournament-round communications)
“Choose to begin” (Kick-Off)
“Choose your all-star” (All-Star game)
“Choose your champions” (Finals)
DAf collaborated with a professional soccer player to develop key visuals. He was photographed in full motion, performing shots and ball skills. Later, our team removed identifying features to suggest that this player could be anyone: Anyone can be a soccer star, even the fans themselves.
DIGITAL 3D CAPSULES
To create digital assets, DAf proposed a series of short 3D videos based on the language of the key visual.
3D had the added value of being able to combine movement with the player’s invisible body, thereby allowing his identity to encompass the fans’.