FIFTH HOUR THOUGHTS
CLIENT - Chicago Fire FC
DATE - October, 2021
PROJECT - Anniversary Celebration
ROLE - Supporting Creative Strategist at rEvolution
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THE ASK - Celebrate CFFC’s new crest by tapping into key elements of Chicago culture.
THE IDEA - A CELEBRATION FOR ALL CHICAGO
Leveraging local culture, we built positive sentiment throughout the city as the Fire officially launched its new crest, while also honoring the 150th anniversary of the Great Chicago Fire and the 1997 founding of the club.
This week-long series of events and activations brought together Chicago's cultural luminaries to celebrate the unveiling of the new CFFC crest.
THE EXECUTION -
Hosted a private panel discussion at Soho House Chicago with crest designer Matthew Wolff.
Traveled the city’s neighborhoods with a Fire Merch Truck, offering local fans the first chance to grab new gear.
Sent a special mailer to Local Legends, encouraging them to share their new team gear online.
Gave away a Fire + Ice Diamond Chain, in partnership with a local jeweler Torres Omar, to a lucky fan.
Commissioned murals by local artists such as Sentrock across city neighborhoods, featuring creative imagery inspired by the club’s history.
The week culminated in a free concert at the iconic Metro venue: “Ten/Eight: A Night at the Metro with Chicago Fire FC,” in partnership with Heineken.