Seeing the world's game through the eyes of its best talent scout.

Services: Concept Development, Copywriting and Scripting, Creative Direction

As the official airline of Seattle Sounders FC, Delta Air Lines wanted to create content that connected with fans and made Delta feel like part of the team. This is tough to accomplish with Sounders FC’s unique fanbase; they are highly knowledgable about the game, heavily involved in team operations, and value authenticity above all. To break through, we needed to tell a story that revealed something new about their team and didn’t feel like branded content.

To do this, we honed in on Sounders VP of soccer and lead scout, Chris Henderson, a Seattle native who has a knack for finding rising stars in unlikely places. To show how “No One Better Connects the World” than Delta, we created a 3 part docu-series following Chris on scouting trips to key Delta destinations: Tokyo, Seoul, and Iceland. In each location we explore Chris’ scouting process and how each country’s culture and history influence how they play the game. Through this format, we could get outside of tactics and make the stories more personal and nuanced.

The result was a best in class piece of branded content that resonated with a notoriously brand averse fanbase and was chosen as MLS activation of the year. The average view-through rate for branded content amongst MLS teams is 2%, our series achieved a 36% view-through and an average view time over 2 minutes.