Be an Owner
Detroit City Football Club faced a crisis. Their first pro season should have been a milestone, until COVID threatened everything. The solution? Sell shares of the team to the people who loved it most.
Enter Iggy Pop. The godfather of punk. The definition of Detroit grit. The one person who embodied everything this club stands for. We got him on board, not just as a voice but as a believer, a lead investor in the movement. His unmistakable growl launched the campaign, rallying fans to step up and “be an owner.”
The response? Electrifying. Social and outdoor extensions amplified the call. Fans didn’t just watch, they acted. In just 150 hours, at the height of a global pandemic, DCFC sold out of shares. $1.2 million raised. A team secured. A community strengthened.
Gold Effie winner.
Be An Owner:
Social Activation
Insight: Social bios are for bragging—on LinkedIn, dating apps, and Instagram. So we tapped into that instinct. Stills and videos showed people updating theirs, adding Pro Soccer Team Owner. A simple flex with big meaning.