METRO
C R E A T I V E
CLIENT: METRO
INDUSTRY: TELECOMMUNICATION
THE ASK
Recognizing the immense growth potential within the Hispanic market, Metro partnered with Liga MX (The Mexican Soccer League), as a lead sponsor. Leading up to the Campeón de Campeones championship match, our client asked us to elevate the brand’s perception and build brand love at the Campeón de Campeones fan fest in Los Angeles.
THE CONCEPT
Passion for soccer runs deep in the barrios, making it an integral part of Hispanic culture. These vibrant communities are home to dedicated artists, musicians, and creators, who shape culture and pour their hearts into their craft just like soccer fans. At Metro, our commitment goes beyond celebrating passions. We champion our customers and their communities, spotlighting their rich culture and reminding them that, like in soccer, anything is possible.
THE IDEA
Playing off the Red Carpet, we rolled out The Purple Turf for fans. We created a 40’ x 40’ premium pre-game activation, which embodied a fusion between an epic professional locker room and an elevated beauty salon. There we help fans get ready for the game while spotlighting their rich culture, making them feel like soccer royalty, and championing their authentic fandom.
ARTISTS
Collaborating with four prominent Mexican American makeup artists, we helped fans achieve their desired "game face." Whether it was traditional face paint, intricate designs, or beauty makeup, each individual received a personalized custom design. Plus, with dedicated stations for each artist, they proudly showcased their exceptional artwork while promoting their unique craft.
MEDIA SPACE
Collaborating with four prominent Mexican American makeup artists, we helped fans achieve their desired "game face." Whether it was traditional face paint, intricate designs, or beauty makeup, each individual received a personalized custom design.
SCORE
Within our 40' x 40' footprint, we dedicated a section designed for recharging and scoring. This area was composed of sleek high-top charging stations, with a captivating centerpiece featuring a human foosball-style table, providing an entertaining experience for all.
360 CAM
Once fans had their faces painted, they had the opportunity to step up to our 360 Glam Camera and capture photos, like soccer players at an award ceremony. With tons of props to choose from, they were able to create more memories repping their team.
“This is the best fan engagement space I’ve ever seen during my tenure with Liga MX.”
Mikel Arriola
Liga MX’s President
AGENCY
160over90