Situation: In 2017, BECU introduced a new co-branded Seattle Sounders debit card, but Sounders supporters are fiercely loyal and resistant to attempts from corporate sponsors to co-opt their traditions. The introduction of the card needed to carefully balance celebrating the Sounders with a healthy respect for the team's history and grassroots support.

Solution: We created a campaign honoring the traditions and culture of people who love the game, positioning the new card as the official sponsor of experiences like nasty pinnies, halftime oranges, and matchday outfit decisions. Along with driving more than 50,000 card sign ups, the campaign was described by the Sounder at Heart blog as "close to perfection."