A mockumentry of The greatest derby in North America
On May 13, 2018, the Portland Timbers and Seattle Sounders competed for the 100th time.
In the lead up to this historic match, the Timbers released a documentary that took a completely factual and unbiased look back at how Soccer became the chosen arena for these two cities to assert their dominance over one another.
The documentary cites the foremost authorities on the rivalry.
they all agree – Seattle sucks.
The timbers won, 1-0, and Our social team was prepared for a little post-match gloating.
With an obvious nod to his style, Emmy and Grammy award winner, director Ken Burns, took notice of our work.
What happened Next
The video became our number one performing video of the year. It was so successful, in fact, that it elicited a response from the Sounders. Ahead of our next game vs Seattle, they created a microsite and bought a billboard in downtown PDX proclaiming their love for the “Best” Portland - Portland, Maine.
However, the largest newspaper in Maine, the Portland Press Herald, weighed in on the rivalry and proved that nothing can divide Portland from Portland. To show our love we took out a full-page ad in the newspaper to promote a Timbers watch party in Maine. The ad included a special message on a postcard for our new friends. #OnePortland began trending on Twitter in the lead-up to our next match.
The postcard in the newspaper ad, included a stamp I designed with an image of midfielder, Diego Valeri – that stamp was shown love by our fans and in response we created a patch that was sold in our team store.
Altogether, the initial digital and social video grew into an online viral moment with significant earned press and a continent-spanning outreach with new fans in Maine.
It was one of the most effective digital pieces of content
the club has ever created.
2018 MLS Digital Content Experience of the Year