After a difficult 2012 season, the Lions were looking for a way to rally their fans, while the city of Detroit was on the verge of declaring bankruptcy. We needed a platform that could energize and unite Detroiters. Our insight was to tap into the deep affinity Lions fans have for both their team and their city. We didn’t need to create a conversation — we just had to give shape, tools, and direction to one that was already happening.
The idea was simple in both concept and execution: if we all work together, we can restore greatness to our city and our team. And that simplicity became its power: One Detroit. One Pride.
It wasn’t just a campaign for a sports team; it was a call to arms for an entire city — placing a recognizable symbol at the center of Detroit’s indomitable spirit. It put the city at the heart of the message and used the Lions’ trademark Honolulu blue to drive the point home. It gave people something to belong to.
The concept was fully integrated across broadcast, print, collateral, in-stadium, digital, and social. The conversation exploded across social platforms, and #OnePride began appearing on bridges and iconic Detroit landmarks.
Highlights:
Awards:
The idea was simple in both concept and execution: if we all work together, we can restore greatness to our city and our team. And that simplicity became its power: One Detroit. One Pride.
It wasn’t just a campaign for a sports team; it was a call to arms for an entire city — placing a recognizable symbol at the center of Detroit’s indomitable spirit. It put the city at the heart of the message and used the Lions’ trademark Honolulu blue to drive the point home. It gave people something to belong to.
The concept was fully integrated across broadcast, print, collateral, in-stadium, digital, and social. The conversation exploded across social platforms, and #OnePride began appearing on bridges and iconic Detroit landmarks.
Highlights:
- The NFL asked the Lions to showcase the campaign at the league owners meeting as a model for modern team marketing
- In 2014, #OnePride surpassed generic tags like #DetroitLions across major social platforms
- Nike One Pride T-shirts became the top-selling featured item at the Detroit Lions Pro Shop and online store
- The platform endures — running from July 2013 to the present, with no plans for retirement
Awards:
- 12/2014: The D Show (Adcraft Detroit) – Finalist: Print / Out-of-Home, "One Pride" Stadium Tunnel
Campaign Overview
Print
(Designed by Brett Warkentien.)
(Designed by Brett Warkentien.)
 2013 Launch Print |  2014 NFL Draft Print |
2013 "One Pride" Pledge Video
(Written by Jason Danielewicz.)
(Written by Jason Danielewicz.)
In-Stadium Hype Videos
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In-Context Stadium Videos
| The Pledge | The Pride |
#OnePride Fan Wall
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 Graphics |  Sponsor Graphics |
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Fan Engagement
My daughter, Genevieve, and I after a win.
Media & Press
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