Vancouver Whitecaps

Major League Soccer Team

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”.

Every day for 30 days a countdown video was created. Videos were uploaded to mobile and desktop Countdown Calendars by 9am the following day. Local celebrities like Bryan Adams, Trevor Linden, the Sedins, Louis Passaglia, and Umberto appeared in videos. A local baker, a primary school class, Whitecaps players, fans, and the general public also contributed to the countdown videos.

The campaign was launched with a stunt that became the first video. The majority of statues in and around Stanley Park (including the lions) were fitted with Whitecap jerseys and/or scarves. A wall of Whitecaps’ scarves was erected at Vancouver’s busiest street corner and as scarves were handed out the “30 Days ‘til Kickoff” message was revealed.

The 30 Days ‘til Kickoff campaign garnered well over 1.4 million dollars in earned media for a fraction of the cost.

watch case study
Deliverables:

30 countdown videos
campaign landing page with countdown calendar
mobile app countdown calendar
ambient stunts
transit shelters
game-day fan video

Responsibilities:

concept
design
campaign execution

Go Back