By winning the Western Conference Final, our Seattle Sounders FC made history. They’d beaten the best team in the league and were preparing to host the MLS Cup for the first time ever. The job was to build fever-pitch excitement for the match and rally leading up to it, ensuring all eyes were on this defining moment all in two weeks.

To get there, we created a multifaceted campaign to play out across a range of activations, from video content and environmental design to experiential tactics, both in the stadium and around the city. Building off of the season campaign “Built for this,” we developed the core tagline for the campaign — “This. Is. It." — a refrain big enough to span all creative executions and act as a rallying cry for the whole city to chant in unison and echo throughout the region.

The campaign resulted in the largest March to Match and highest attended event at Lumen Field on record cheering on the Sounders to their second MLS Cup championship win.