Art Direction / Design

CHANNELS: Branding / Stadium Signage / Car Window Decals / Digital / Web Banners / Print / Press Kit / Outdoor / .com Takeover / Yard Signs / Sidewalk Sign

Paint the Town Black & Gold campaign for Columbus Crew’s historic 2008 playoff run leading to their first MLS Cup championship. A bold soccer paint splatter and spray paint stencil served as the main graphic for this campaign, often violating many of the traditional tactics of the campaign.

Non-traditional marketing tactics were used to build excitement and awareness throughout the city—driving fans to the site to purchase their playoff tickets:

• Paint splatter CREWPLAYOFFS.COM decals that were placed on car windshields at local youth soccer fields and throughout the city

• VOTE CREW/CREWPLAYOFFS.COM paint splatter ‘election’ yard signs to violate 2008 general election sign clutter and drive to playoff site

• Digital outdoor boards that rotated from regular branded boards to paint splatter CREWPLAYOFFS.COM board

• Corner Peel Banner Ad/.com Takeover on Columbus Dispatch sports page

• Sidewalk Sign paint splatters CREWPLAYOFFS.COM