The Confederation of North, Central America and Caribbean Association Football (Concacaf). Concacaf is one of FIFA’s six continental confederations, servicing 41 Member Associations, from Canada in the north to Guyana, Suriname and French Guiana in the south.
Connect with fans on both sides of the border by making them feel part of the 2022 Final
It's one of the biggest rivalries in our region - USA and Mexico matchups have always ended in fireworks, not just on the international team level. With the growth and visibility of Concacaf Champions League, that rivalry is trickling down to the club level. The result would ultimately become a historic one: the first MLS club to lift the trophy in the Concacaf Champions League era.It was important that we tapped into the Mexican fandom to fuel conversation ahead of the final, but prepare for a historic result and capitalize on that epic moment.
THE STRATEGY
Showcase the craft and preparation that goes into Concacaf Champions League
For a mysterious and relatively unknown competition among US soccer fans, how do we elevate the status of CCL? We took to Instagram reels to capture the little moments leading up to the final - from sound checks, to piro testing, to final touches from the clubs before taking the pitch. It was important to show fans the level of care and focus to detail that went into preparation at all levels.One the champions were crowned, we captured every moment of the celebration to show exactly what this moment meant to the players, club and fans.
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ACKNOWLEDGEMENTS
Videography: Reel Life Studio Photographers: Matthew Stith & Ethan White
