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.
Brand Plataform, Print, OOH, POS
Creative Direction: Tom Koukodimos, Jeffrey DaSilva
Graphic Design: Flavio Carvalho, Alex Boland, Bobby Martinello, Sarah Foelske, Mitsuko Sato, Carla Poirier
Art Direction: Laura Kim
Copywriting: Jeremiah McNama