Flavio Carvalho

TFC Jermain Defoe

At the end of the 2013 Major League Soccer season, the Toronto FC sat near the bottom of the standings. Their performance wasn’t near expectations and 2014 season ticket sales were concerning. Star-striker Jermain Defoe from Tottenham Hotspur was acquired to raise credibility and reinvigorate the franchise. The club wanted to send a signal and create conversational currency that would spur sales.

Deliverables

Brand Plataform, Print, OOH, POS

TFC Jermain Defoe by Flavio Carvalho

Black Madre, a brazilian studio based in Sao Paulo were responsible for illustrating the campaign.

TFC Jermain Defoe by Flavio Carvalho
TFC Jermain Defoe by Flavio Carvalho
TFC Jermain Defoe by Flavio Carvalho
TFC Jermain Defoe by Flavio Carvalho

The campaign message – It’s A Bloody Big Deal – nods to Defoe’s EPL origins, and the impact he’ll have in Canada. To elevate the magnitude of the transfer, TFC showed how Brits would react to the big news. Shot in iconic London boroughs from the vantage point of football fans, Londoners were shown spitting out their tea in shock, surprise, and anger from learning of the deal.

TFC Jermain Defoe by Flavio Carvalho
TFC Jermain Defoe by Flavio Carvalho
TFC Jermain Defoe by Flavio Carvalho

To make the front-page in North America, we knew soccer news had to be “footie news” across the pond.

TFC Jermain Defoe by Flavio Carvalho
TFC Jermain Defoe by Flavio Carvalho

Creative Direction: Tom Koukodimos, Jeffrey DaSilva
Graphic Design: Flavio Carvalho
Art Direction: Laura Kim
Copywriting: Jeremiah McNama

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Feel free to reach at +1 (416) 820 3076 or send me an email at mail@flaviomcarvalho.com