In terms of sports teams having a true idea, one of the best I've seen is Toronto Raptors' "We The North" from Sid Lee.
There's a solid strategy to it (unite the whole of Canada behind its only NBA team, against all the haters in the US who are always ridiculing Canadian basketball), the work and activation of the idea was great, it completely took hold as an idea and line with the fans and it is very, very vibes.
Interesting vibes quote from Manolo Arroyo, Global CMO at Coca-Cola from Cannes
“The USP [unique selling point] construct doesn't apply to us. What we sell is an emotion, a series of emotions and feelings.”
Can't decide if that's very silly or enlightened.
That was a great read James.
In terms of sports teams having a true idea, one of the best I've seen is Toronto Raptors' "We The North" from Sid Lee.
There's a solid strategy to it (unite the whole of Canada behind its only NBA team, against all the haters in the US who are always ridiculing Canadian basketball), the work and activation of the idea was great, it completely took hold as an idea and line with the fans and it is very, very vibes.