Ahead of the UEFA Champions League Final, Chelsea seized an opportunity to lean into their global THIS IS OUR PRIDE campaign. This season the campaign came to life in a variety of ways and celebrates both the team and club itself. Last week the campaign took a bit of an American twist.
When a U.S. Men’s National Team member plays in the UEFA Champions League Final for the first time ever, you have to go big… and Chelsea did just that. Recognizing the importance Christian Pulisic has to Chelsea and what he means to fans locally in Pennsylvania and across the nation, we set out to create an impactful way to celebrate the occasion.
With Pulisic growing up playing at PA Classics Soccer Park in Manheim and recently donating for facility improvements, there was no place better to honor the American star ahead of the big game than on his home turf.
We organized the creation of a 24,000 square-foot mural blown into the grass where the American star honed his skill before taking his talents overseas. The creation of the mural was captured with slick drone footage, edited together with archival footage of Pulisic on the fields as a kid, and polished with narration from Chelsea super-fan and ESPN host Chris Fowler.
To play into the club’s branding for the final, the mural featured an image of Pulisic celebrating, along with the words, THIS IS AMERICA’S PRIDE, calling upon Chelsea’s global campaign.
After 10 hours of production and a full-day of editing, the final output proved to be a smashing hit. Not only did the edit for social media receive more than 480,000 impressions, 76,000 views, and 20,000 engagements on @ChelseaFCinUSA, a portion of the edit made its way to CBS’ pregame show, ensuring the maximum number of Americans saw the lengths the club was willing to go to honor their American star.
Check out the end-product to see a 100-foot tall superstar on the fields of rural Pennsylvania!