WE WANT MORE

Client: Levy

Featured In:

THE BRIEF

To build on the initial campaign Levy launched at the start of the NFL season, they wanted to roll out a creative push with one of the playoff teams hosting a home game in a stadium where they have a presence.

THE SPARK

Let’s build on the backstory from the original All Together campaign and weave in a touch of hometown pride to create an anthem that resonates with everyone—from a kid going to his first game, to the player on the field.

THE DELIVERY

Compared to the other assets in Levy’s All Together campaign—which lean light-hearted and comedic—we wanted to dim the lights and shift the tone. With the Detroit Lions as our focus, we saw an opportunity to tap into something deeper. From the team’s hunger for a Super Bowl to the unwavering pride of Detroit fans, this was our chance to strike a chord with everyone who calls Detroit home—or throws on their Lions gear every Sunday.

As we developed the concept, we knew that to create something truly relatable, we had to highlight people in their most authentic moments. From a kid seeing Ford Field for the first time, to a grandpa returning to his old stomping grounds, every person in the city plays a role in what makes Detroit, Detroit.