Soccer.com “The Upper 90 is Calling,” a campaign I spearheaded as independent CD for the world's largest soccer retailer, working with their internal creative and marketing folks. What began as a national TV spot was amplified through social media and guerrilla to become something much bigger–engaging our target in a deeper, more personalized way. That target? 13 to 19-year-old, soccer-obsessed kids who live and breathe the sport 24-7, 365–players and fans who know that the “upper 90” refers to the upper, 90º corners of the goal where it's most difficult for the keeper to defend.

TV ran here in the U.S. during English Premier League matches. (Since pretty much everything that runs during EPL features football/soccer images, we chose to do the opposite.) Total production cost, all-in: $4,500. Client creative partners: Chris Reid and Martin North. Director: Max Gutierrez.

Concurrently, we distributed graphic "Upper 90" stickers to our core customers via the cover of the Soccer.com catalog (circulation 1M) and sent out sticker-sheets like the one here to over 200,000 customers with outgoing orders.

Customers were incentivized “to find your own upper 90” and place the stickers creatively on “found” 90º angles–then photograph them and post their photos via Twitter or Instagram to win weekly prizes. We promoted the campaign with print in the catalog and with teaser posts and videos on FB and Twitter.

The video also lived on a landing page along with postings of weekly winners, a link for ordering "Upper 90" t-shirts, and even a link for creating your own Upper 90 "Twibbon" for your online profile picture. We also ran more print with the best of user-generated images. Customer response was unprecedented, and the president of SEI, parent of Soccer.com, called it “the best work we’ve ever done.”