Leagues Cup 2023 "New World. New Game." campaign and brand guidelines
Leagues Cup is an annual, Concacaf-sanctioned tournament between MLS and Liga MX clubs. In 2023, Industry became AOR for the property, and we kicked off that relationship by creating the first Leagues Cup brand guidelines. I was charged with the brand narrative and copy guidelines. Here’s how they turned out:
In tandem with the brand guidelines work, we developed the marketing campaign for Leagues Cup 2023 — “New World. New Game.” I created the full messaging hierarchy and wrote the script for the Hero Film — the campaign’s creative focal point. Don’t miss the Chicharito cameo in the VO.
We placed a manifesto in the LA Times and other key print media to lay bare Leagues Cup’s distinction as the only tournament defining the North American game:
We created a few Explainer videos to dive deeper into what’s at stake and how the format works.
Here are some of my lines in situ across North America:
times square
mexico city
toronto
bmo stadium (lafc)
