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Pear Advertising and Design

    Vancouver WhiteCaps FC

      Going into their first year in Major League Soccer, the Whitecaps wanted to generate a ton of attention and excitement, on a very limited budget. To do so, soccer fans in Vancouver and beyond were invited to join the team in counting down the 30 days until kickoff by downloading a digital “Countdown Calendar”, either to their mobile device or computer. Every day for 30 days prior to kickoff a video was uploaded to the Countdown Calendar. Videos featured messages from local celebrities like Bryan Adams, Trevor Linden, the Sedins, Louis Passaglia, and Umberto. A local baker, a primary school class, Whitecaps players, fans, and the general public were also featured in countdown videos.

      The campaign was launched with a Vancouver-wide stunt, which was captured to become the first countdown video. It went like this: The majority of statues in and around Stanley Park (including the lions at the Lions Gate Bridge) were fitted with Whitecaps jerseys and/or scarves. Walls of Whitecaps’ scarves were erected at 2 of Vancouver’s busiest street corners and as scarves were removed a “30 Days ‘til Kickoff” message was revealed. The campaign garnered well over a million dollars in earned media for a fraction of the cost.


      Bill Downie: Creative Director + Art Director


       

      Scarf-filled Kia scarf handout

       

      Scarf Wall Handout

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      604 989-1750
      bill@pearagency.ca

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          • Home
          • About Us
          • What We Do
          • Case Studies
          • Contact Us

          Offices

          Vancouver
          Victoria
          Sechelt