After a difficult 2012 season, the Lions were looking to rally its fans. Meanwhile, the city of Detroit was on the verge of declaring bankruptcy. We needed to create a platform that helped to energize and unite Detroit fans. Our insight was to tap into the affinity that Lions fans have for their team and their city. We didn’t need to create the conversation – we just had to provide the tools and guidance for a conversation that was already taking place. The idea was simple in concept and execution. And therein lay its power: One Detroit. One Pride.
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.
Campaign Highlights:
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.
Campaign Highlights:
- 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.
Campaign Overview
Print
(Designed by Brett Warkentien.)
(Designed by Brett Warkentien.)
 2013 launch print |  2014 nfl draft print |
2013-14 "One Pride" Pledge Video
(Written by Jason Danielewicz.)
(Written by Jason Danielewicz.)
In-Stadium Hype Videos
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In-Context Stadium Videos
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Campaign Extensions
 detroitlions.com web skin  in-game pledge handout |  digital out-of-home  nike t-shirts |  desktop wallpaper  facebook cover photo (breast cancer awareness) |
thanksgiving game card stunt
Stadium Monitor Graphics
 player Introduction |  sponsor graphics |
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Fan Engagement
my daughter and i after a win
Media & Press
RSS Feed