Detroit City FC Owners Campaign

Being a professional sports team owner isn’t for everyone. Or is it?

  • Detroit City Football Club had a challenge. In their first year of going pro, COVID created a major challenge to the club’s survival. Their solution? Sell shares in the team to the public. Our job was to put a spotlight on the initiative. We looked at the team, and its passionate, fun, loud, DIY spirit and thought of the one Detroiter who embodied all that – Iggy Pop. Reaching out, we got him psyched to be the lead investor and had him VO the launch video. We created social and outdoor extensions, encouraging people to “be an owner.” Just 150 hours after we launched – at the height of the pandemic’s resurgence – DCFC had sold out of shares, raising 1.2 million dollars and putting the team on secure footing for the future. We’ll only take partial credit for the campaign’s success. The rest goes to a great club, the most loyal fans on the planet. And Iggy.

    Gold Effie 2021.
    D Show Best of Show 2021.
    D Show Black D / Integrated Campaign 2021.
    D Show Silver / Social Media 2021.

Diagram of a person standing at a desk with a computer, papers, and a coffee mug; in a room with bookshelves and window.
DCFC Pride Flags Parade
Detroit City Football Club Stadium Crowd
DCFC Billboard OOH by Lafayette American
Detroit City Football Club OOH Billboard by Lafayette American
DCFC OOH Billboard by Lafayette American
Detroit City Football Club Phone Mockup
A black silhouette of a person running on a track with target symbols
Portrait of a woman with long red hair in braids, wearing a beige jacket and turquoise jewelry, standing against a pink background.
A man with a bald head wearing sunglasses, a blue long-sleeve shirt, and layered necklaces, posing against a plain background.
Portrait of a man with long brown hair wearing glasses and a black leather jacket, standing against a blue background.
A person holding maracas and dancing. The scene is lively and festive.