Toyota - La Pelota Nos Mueve
The beauty of soccer is that there’s one ball, and it bounces the same for everyone. But in reality, the playing field isn’t level. Socio-economic barriers mean the ability to connect through the world’s game aren’t equally accessible.
As part of their sponsorship of the Gold Cup, Toyota wanted to do their part to help change that, both as fans and as players. We helped create a purpose platform and giveback program that engaged local communities in key markets, by simply giving out tickets to Gold Cup matches and following up with equipment donations that helped keep fields open and teams alive.
Phase 1 - Unforgettable Experiences
It’s unavoidable truth that while some of soccer’s most passionate fans are priced out of matches that can’t seem to fill the arena for the Gold Cup. So we did our part to fix that.
We connected Toyota with local youth teams in Los Angeles, Dallas, and Las Vegas –– their priority markets –– to bring young soccer players out to their first ever professional soccer experience. From leading the wave to getting to check out the field up close, it was an unforgettable moment for real grassroots communities.
We captured the story with social-first content that helped kick off the campaign with a joyful message to set up our hero pieces.
Phase 2 - Lasting Impact
We prioritized more premium storytelling with the actual giveback program, getting out into the fields and showing our true impact –– the ability to keep moving, to keep loving the game, without the financial stresses and hurdles that come with operating sports teams. We supplemented this with an earned media approach in season 2, surrounding the Women’s Gold Cup, amplifying the reach of our hero assets so we could prioritize helping more teams on the ground.