The STATE of Soccer in WASHINGTON
SEATTLE, WA – June 20, 2012 – Seattle’s MLS team the Seattle Sounders FC and ad agency Wexley School for Girls are continuing their four-year partnership with the launch of “Play the Full 90!” – the 2012 version of their campaign titled “Give Us Your Full 90!”
Wexley Press Release
A series of print, TV, OOH, radio and banner ads depict an elaborate game show hosted by Sounders game commentator, Ross Fletcher, and features both players and fans as contestants who compete to answer soccer trivia questions.
“Seattle Sounders FC has been a fantastic client to work with,” says Ian Cohen, Executive Creative Director of Wexley School For Girls. “The creative freedom and flexibility they gave us enabled us to develop engaging ads that feature a number of Sounders players in a fun way.”
The game show concept is artfully tailored to fit the various advertising elements of the campaign. An elaborate set was constructed for TV spots that reflect classic game shows. Featuring impressive game action clips as video questions, three contestants — Seattle Sounders players — playfully compete to answer first, while another spot humorously shows off the telepathic connection between defender and goalkeeper. The team at Wexley strategically designed the TV set to be portable so fans will be able to participate as contestants on the game show at various events in the community.
“What’s great about the game show is that we were able to adjust it to fit different outlets,” says Cohen. “Similar to the TV spots, the radio spots are modified versions of the concept where Fletcher asks the questions to people driving in their cars rather than Seattle Sounders players. Also, the print, OOH and banner ads feature game action stills from the video questions featured in the TV spot.”
The game show provides a fun and high-energy interaction for fans that mirrors the atmosphere of the Sounders’ matches and goal of the campaign to keep fans engaged for the duration of a 90-minute match.
ABOUT Wexley School for Girls
Wexley School for Girls (www.wexley.com) is a Seattle-based marketing and ad agency who calls themselves a ‘”fan factory,” creating and sustaining a lifetime of loyalty and attention among clients and consumers. Since partners and creative directors Ian Cohen and Cal McAllister founded Wexley School for Girls in 2003, Wexley has built a roster of national brands through a an integrated approach that spans traditional, digital, guerrilla, experiential and interactive. Big accounts include Ford, Nike, Wilson Tennis, Taco del Mar, Oberto Beef Jerky, University of Washington, Copper Mountain, Brooks Running, and Microsoft.
Client: Seattle Sounders FC
Agency: Wexley School for Girls
Creative Director: Ian Cohen, Cal McAllister
Senior Art Director: Zack Prucha
Producer: Teddy Black
Copywriter: Matt Kappler, Ian Cohen
Account Manager: Ryen Shimizu
Production Company: Wexley School for Girls
Director: Fred Northup
Director of Photography: Chris Bell
Director of Production: Gabe Hajiani
Editing House: Foreign American Pictures
Editor: Randy Walker & Jennifer Shainin
Sound Design/Mix: Pure Audio – Scott Weiss