U.S. Soccer Foundation
Brand Zheuzh and Fundraising Campaign
160over90
What can soccer do?
Soccer’s not going to solve world hunger, end wars, or contribute to a more equitable housing system.
It’s not going to help you figure out why Jennevieve turned you down on that date, or really help much on that pop quiz.
While soccer may just be about a “game”. Maybe it’s also about finding your footing in this world. Learning how to just play around. It’s about agility: the physical and mental kind. Because this hard world? Requires nimbleness.
It requires a team, not just for tonight’s match, but for life. It requires people who’ve been through it, and people who don’t even know what’s coming: Coaches and newbs alike.
So leave the big, top-down problems to the politicians and bureaucrats, and let soccer save the world in the all the real ways that actually count.
U.S. Soccer Foundation, the non-profit side of the U.S. Soccer Federation, was in an interesting position: they fell into the Federation’s vast shadow, and needed to stake out a unique, compelling space of their own. The organization brings all kinds of tools to kids and communities, with results that go far far beyond the pitch.
At 160over90, we provided them a brand zheuzh, and gave them a phrase to really hang their hat on:
Soccer Does.
We know what soccer does: it builds confidence, teaches teamwork and gets kids moving. But it can also transform the lives of millions.
When you take a sport like this, and a foundation like ours, in a moment like now — and connect it with donors, communities and kids bursting with opportunity…Soccer Does so much more than you ever thought possible.
Credits //
Executive Creative Directors: Patrick Macomber & Cory McCall
Creative Directors: Evan Monsky & Juliana Lynch
Concept Team: Quinn Kelly (CW), Irving Navarro (ACD) & Austin Lotz (ACD)
Account Management:
Melissa Murphy, Jason Gallagher, Shannon Reynolds, Bess Denney
Strategy:
Dyana So, Alex Wittchen
Project Management:
Lavon Coker, Kelli Gannon
Production: Beth Julian
Video
SVP Video Production: Anderson Bradshaw
Video Operations: Andrew Nigrelli
Editor: Hunter Siede
Creative Producer: Lori Schmon
Motion Graphics/Animation: Joseph Dunlap