The Unlikely American Challenger
A project completed for the SVA Masters in Branding program
How can Ford Focus engage young American males, aged 16-26, who thrive on ambition, identify as performance enthusiasts, but have an eye for the Focus’s regular competitors? Let them know that they might not know whole story. What they find out may surprise them.
In a field that has historically been dominated by Porsche, VW, Mini and Subaru, it's easy to overlook fact is the Ford Focus comes out on top in performance reviews.
Like the Ford Focus, soccer phenom Christian Pulisic is a fresh, young-blooded American challenger. Hailing from Hershey, Pennsylvania, Pulisic's unlikely presence on the big stages of European and international soccer is breaking old preconceptions of Americans in the sport.
Pulisic is making a huge splash with professional German Bundesliga club Borussia Dortmund as well on the US Mens National Team.
Treatment and Storyboard
Publishing Platforms
Vice Media and Vice Sports attract young creative individuals and sports lovers who, like Pulisic, identify as outside the mainstream. Vice Sports publishes deep profiles that offer an alternative perspective to mainstream sports outlets and also feature a look into niche and alternative sports such as surfing and rock climbing.
ESPN and ESPN FC are staples for sports loving male audiences. The broad audience of ESPN.com would allow this campaign to be socially transmitted across a wide spectrum of millennial males. ESPNFC.com specifically targets American fans of Major League Soccer, the US Men’s National Team and international football leagues such as Spanish La Liga, The English Premier League and German Bundesliga.
