DETROIT LIONS
Art Direction, Social Media
After a difficult 2012 season, the Lions were looking to unite their fans. Meanwhile, the city of Detroit was on the verge of declaring bankruptcy. The town needed a platform that helped energize and join Detroit fans. The idea was simple in concept and execution. One Detroit. One Pride. It was more than a campaign for a sports team, it was a rallying cry for an entire city. The concept was integrated entirely across broadcast, print, collateral, in-stadium, digital and social. The conversation exploded across social media channels, and #OnePride appeared on bridges and around iconic Detroit landmarks.
