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 the launch of CFFC’s new crest by tapping into the people, places, and cultural touchpoints that make Chicago unique.
THE IDEA - A CELEBRATION FOR ALL CHICAGO
To build positive momentum around the new crest, we turned its launch into a citywide celebration, bringing together Chicago’s diverse creative and cultural communities while honoring the 150th anniversary of the Great Chicago Fire and the club’s 1997 founding.
A week-long series of events and activations invited Chicagoans to experience the new crest through the people, neighborhoods, artists, and institutions that make the city what it is.
THE EXECUTION -
Hosted a private panel at Soho House Chicago featuring crest designer Matthew Wolff to give fans and cultural tastemakers a behind-the-scenes look at the new identity.
Took the celebration into Chicago’s neighborhoods with a Fire Merch Truck, giving local fans an early opportunity to get their hands on the new gear.
Sent a special mailer to Local Legends, encouraging influential Chicagoans to show their support and share their new team gear online.
Partnered with local jeweler Torres Omar to create and give away a one-of-a-kind Fire + Ice Diamond Chain to a lucky fan.
Commissioned murals by local artists, including Sentrock, across Chicago neighborhoods, bringing the club’s history and new identity into the streets.
The week culminated in “Ten/Eight: A Night at the Metro with Chicago Fire FC,” a free concert at the iconic Metro, presented in partnership with Heineken.