Sector: Sporting Goods

Challenge: Adidas and Major League Soccer needed to infuse US soccer with the same passion, commitment, and fanaticism that exists for the sport throughout the rest of the world.

Solution: We decided to harness the emotional power of the anthem to replicate the chanting and singing that dominates fan participation across the globe. We produced an original team anthem for each MLS team, performed by artists from their hometown, including superstars like OK GO, Mike Jones, The Rapture, and Bad Brains.

Execution: The anthems were introduced to fans as free downloads, handed out as CDs at matches, played and chanted in stadiums, and used in TV broadcasts.

Results: When the Houston Dynamo won the 2007 MLS Cup, Mike Jones performed the anthem at the championship rally at City Hall in Houston. Rock River also received a 2007 Ad Tech Award for Best Integrated Campaign!