It wasn’t a campaign for a sports team. It was a call to arms for an entire city, placing a recognizable image as the symbol of that city’s indomitable spirit. It put Detroit at the center of the communication and leveraged the Lions’ trademark Honolulu blue color to drive the point home. It gave people something to belong to.
The concept was completely integrated 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.
- The NFL asked the Lions to showcase the campaign at the league owners meeting, using it as an example that demonstrates how to do a modern team marketing campaign
- In 2014, #OnePride exceeded usage of more generic terms like #DetroitLions across all major social media channels
- Nike One Pride T-Shirts became the top-selling featured item at the Detroit Lions Pro Shop and online store
- There are no plans to retire this campaign platform. Running from July 2013 through present.
(Designed by Brett Warkentien.)
(Written by Jason Danielewicz.)
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