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.
CMA Awards - Gold
Clio Sports Awards - Silver
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.
A takeover of Sportsnet.ca ensured that sports fans wouldn't miss
soccer's biggest announcement.
Defoe's signing was announced on a digital board right outside of BMO Field,
visible to thousands of cars on the Gardiner Expressway.