The LA Galaxy engaged BIRD in the club’s efforts to increase season ticket sales to better align with its record-holding number-one status in the MLS. With a strategy built on integrating the team into the vibrant and diverse culture of Los Angeles, we developed a campaign that connected with our city’s diverse fan base—fans from the South Bay to the East Side. Inspired by Brazil’s handling of the most recent World Cup as well as the cross-cultural marketing developed for the 1984 Olympics hosted in Los
Angeles, we created powerful imagery and striking messaging reflective of the unique iconography of the city: billboards and online banners which evoked street art, along with street murals and wheat pastes relevant and organic to LA’s diverse neighborhoods.
It was a campaign that promised to deliver audiences yet untapped and position the Galaxy well inside Los Angeles culture, alongside such iconic teams as the Los Angeles Lakers and LA Dodgers.