We had less than 24 hours to come up with a way to announce the biggest

player addition in TFC's history. Jermain Defoe was leaving England

for the victory-challenged Toronto FC.

Full slashie transparency: I did not work on the TV spot.


2014 CMA Awards - Gold - Advertising Consumer Services

2014 Clio Sports Awards - Silver - PR

TFC - Case Study


TFC - Double Decker Bus

We branded double decker buses to tease the big announcement.

TFC - Wild Postings

To announce Defoe's arrival, we placed wild postings all across Toronto.

TFC - Fake Tabloid Cover


The day Defoe signed with TFC, we wrapped a Metro newspaper to look like

a fake British tabloid.

Sportsnet.ca Takeover

A takeover of Sportsnet.ca ensured that sports fans wouldn't miss

soccer's biggest announcement.

Digital Board

Defoe's signing was announced on a digital board right outside of BMO Field,

visible to thousands of cars on the Gardiner Expressway.



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