Atlanta United Inaugural Season
Soccer finally came to Atlanta, and people were ready for it. Before a stadium or full roster was announced, we had to hype it and make it real.
The result? ESPN and Sports Illustrated called it the most successful inaugural team launch in sports history.
Season and preseason ticket sales broke the MLS record and the team became the third MLS expansion club in history to qualify for the playoffs during their inaugural season.
The best part? They were the first team in MLS history to win the MLS Championship in their inaugural season.
2018 Silver & Bronze Atlanta ADDY Winner
2018 Atlanta Interactive Marketing Association Best in Show Winner
To build the excitement we wrote a mantra that ran in print and digital and appeared on posters too.
As part of a guerrilla campaign, we placed wild posters in unexpected public places.
Trash talk stunt
With Orlando as a natural geographic rival, we decided to place an OOH board in Orlando trolling Orlando fans before the game.