OneSoccer Branding+ Launch

For the brand identity, our goal was to create a unique palette of distinctive assets that with constant use could become immediately recognizable as OneSoccer. We also wanted to create an immediate connection to soccer.

For the launch campaign, to command a worthy and distinctive place within the streaming service repertoire of soccer fans, our strategy was to tap into the growing passion for the game in Canada. We focused on the insight that, for die-hard fans, following the wins and losses of a sport is like subscribing to a real-life drama.

The brand identity’s central icon evoked the upward motion of a soccer ball to represent the rise of the game in Canada, and we decided on an unexpectedly vibrant colour palette to stand out from the traditional tones of the OTT competitive set. The result was a distinctive brand that immediately cued soccer without relying on tired clichés of the sport.

To launch OneSoccer, we created an integrated campaign tapping into the passion for the Canadian game. We borrowed a powerful line from the Canadian national anthem – “See thee rise” – which served to forge an unmistakable connection between the brand’s functional benefit of allowing you to “see” the game rise and Canadian pride.

To achieve immediate reach, drive maximum awareness and establish legitimacy for the service, we created unique, contextually driven creative for broadcast, as well as out-of-home, online video and social media.