Women's Professional Soccer Players Climb Building Walls
Women's Professional Soccer is calling attention to the league's second Kick-Off Week in April with gigantic building-side projections featuring star players Abby Wambach (Washington Freedom), Natasha Kai (Sky Blue FC) and Megan Rapinoe (Chicago Red Stars). The large format projections will be seen in Washington D.C., New Jersey and Chicago for three nights leading up to their home openers on April 10, April 11 and April 17, respectively.
The campaign, created by Pereira & O'Dell, includes TV, social media, out of home, online advertising and media planning that asks fans to "Defend Your Turf" - the tagline that will be used within the league's larger "See Extraordinary" brand message throughout the 2010 WPS Season. Following its WPS Kick-Off Week 2010 debut, the campaign will then pimp the 2010 WPS All-Star Game presented by the U.S. Coast Guard and the WPS Championship, the league's two national events during the season.
Pereira & O'Dell Chief Creative Officer and Co-founder PJ Pereira tells us, "Projections have come a long way with high definition images that are brighter and to scale. The gigantic projections will seem as if the players' warm-up exercises are actually shaking the foundation of the building. And that is what we're looking to do. Shake things up."