Vancouver WhiteCaps FC

Going into their first year in Major League Soccer, the Whitecaps wanted to generate a ton of attention and excitement, on a very limited budget. To do so, soccer fans in Vancouver and beyond were invited to join the team in counting down the 30 days until kickoff by downloading a digital “Countdown Calendar”, either to their mobile device or computer. Every day for 30 days prior to kickoff a video was uploaded to the Countdown Calendar. Videos featured messages from local celebrities like Bryan Adams, Trevor Linden, the Sedins, Louis Passaglia, and Umberto. A local baker, a primary school class, Whitecaps players, fans, and the general public were also featured in countdown videos.

The campaign was launched with a Vancouver-wide stunt, which was captured to become the first countdown video. It went like this: The majority of statues in and around Stanley Park (including the lions at the Lions Gate Bridge) were fitted with Whitecaps jerseys and/or scarves. Walls of Whitecaps’ scarves were erected at 2 of Vancouver’s busiest street corners and as scarves were removed a “30 Days ‘til Kickoff” message was revealed. The campaign garnered well over a million dollars in earned media for a fraction of the cost.

Bill Downie: Creative Director + Art Director


Scarf-filled Kia scarf handout


Scarf Wall Handout