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Detroit Lions "One Pride" Integrated Brand Platform

8/1/2013

 
One Pride Logo
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:
  • 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.
READ THE "PITCH LETTER"

Campaign Overview

Print
(Designed by Brett Warkentien.)
Launch Print
2013 launch print
Lions NFL Draft Print
2014 nfl draft print

2013-14 "One Pride" Pledge Video
(Written by Jason Danielewicz.)

In-Stadium Hype Videos

In-Context Stadium Videos

Campaign Extensions
detroitlions.com web skin
detroitlions.com web skin
in-game pledge handout
in-game pledge handout
digital OOH
digital out-of-home
nike t-shirts
nike t-shirts
Picture
desktop wallpaper
facebook cover photo for breast cancer awareness
facebook cover photo
(breast cancer awareness)
Thanksgiving Game Card Stunt
thanksgiving game card stunt

Stadium Monitor Graphics
Player Introduction
player Introduction
Sponsor Graphics
sponsor graphics

Stadium Tunnel Graphics
(Designed by Brett Warkentien. Produced by Fathead.)
Stadium Tunnel (Right)
Stadium Tunnel (Left)

Fan Engagement
Picture
my daughter and i after a win

Media & Press
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    About

    Iain Lanivich is an award–winning, executive-level creative director and brand storyteller with over 22 years of experience.

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Iain Lanivich  |  Executive Creative Director  |  iain.lanivich@gmail.com  | View Resume