Project Concacaf

Project:
Concacaf Champions League 2022

The Short Version

The Situation
Concacaf Champions League is a 16-team club competition featuring the top clubs from USA, Mexico, Central America and the Caribbean.

The Problem
Concacaf Champions League shares a name with the prestigious European competition and fans are quick to point out the differences.

The Solution
We needed to celebrate the hero's journey and all the unique challenges they face along the way--long travel, new climates and different styles make it one of the most challenging competitions in the football.

The Brief

The Objective
Concacaf wants to grow its audience for Concacaf Champions League and shift perception to be one of the world’s premier soccer competitions.
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The Problem Is
Fans write off SCCL as inferior to other competitions because its participants aren’t as well-known.

Insight
‍However, the CCL trophy has become a status symbol between Liga MX and MLS clubs, further stoking one of soccer's biggest rivalries.

We Need To
‍Show the intense rivalries, travel and grit that is required to succeed in this competition—After all, Messi could never on a wet muddy night in Tegucigalpa.

So That
‍People see that wins in CCL are earned, not guaranteed by the status of your club.

Helping To
‍Make CCL a sought-after trophy and respected competition in the Americas—becoming Concacaf’s key commercial club competition.