2 Languages, One Voice: Mexican National Team Road to Russia 2018
Anyone who knows us knows the Thirsty crew are die-hard soccer fans. While we all love sports in general, soccer, in particular, holds a special place in our hearts. The majority of us have experience playing competitively, and to this day you can find us kicking around a soccer ball, both in office and out on the field. So when the opportunity arose to work alongside Major League Soccer and the Mexican National Team, we jumped at the chance to combine “work” with one of our biggest passions.
Pasión y Orgullo! (Passion & Pride)
The brief was simple, market El Tri’s #MEXTOUR of the United States leading into the 2018 World Cup taking place in Russia this summer. This entailed creative assets for a series of three games played across the country, culminating in Pasadena, CA at the Rose Bowl against Wales on May 28th.
Our primary goal was to build buzz amongst the Mexican-American community and fans who identify with both nations across the US. we wanted to appeal to Mexico soccer fans in the US (particularly those in Los Angeles) to generate excitement for the US tour and upcoming World Cup.
We created billboards, digital ad banners, social & email graphics and a hype video to be played at the Los Angeles based Press Conference announcing the highly anticipated send-off match taking place at the Rose Bowl. These assets would also coincide with the launch of new English language social channels on Facebook (https://www.facebook.com/miseleccionmxEN/)& Twitter (https://twitter.com/miseleccionmxEN) and shared online by the Federación Mexicana de Fútbol, the governing body of Mexican soccer, and in-stadium during the final #MEXTOUR matches.
Advertisements don’t have to be boring. This was essential to our process and apparent in our renderings. We wanted to captivate people (fans and non-fans alike) by breaking away from traditional looking assets and creating something aesthetically pleasing. A key component in developing the creative was to incorporate not just the players, but the fans as well.
Al Grito de Guerra!
We ultimately aimed to connect the dual national community with their love and passion for both Los Angeles and Mexico. We took that love and channeled that connection to create excitement for the Mexican National team as the lone representative of North America in the upcoming FIFA World Cup.