The city of Miami merits a team that champions and reflects its values – a club that transcends the game; a club that belongs to everyone.
An extensive research programme interviewing the many faces of the city alongside an in-depth ethnographic study revealed diverse and original insights and an eclectic and passionate soccer community.
This is Miami fosters loyalty with a culture that puts the community at its centre. From a documentary exploring the design of the club’s emblem to a club launch that paints the streets of Miami pink, the campaign highlights the city’s personality, its icons, its street artists, its vibrancy… and, of course, its people.
Within 48 hours of launching, the club’s followers grew by more than 200%, the resulting media attention generating more than one billion impressions.
The club’s popularity continues to grow, with an ever-expanding community of fans both in Miami and across the world now awaiting their team’s first game in 2020.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.