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Despite being the world’s most popular sport, soccer in the United States has historically lagged outside of a few shining moments. With a small but very loyal following, the Portland Timbers were no different and the team struggled as one of Portland’s “best kept secrets.” With only 16 home matches on the schedule, the opportunities to increase attendance and revenue were limited. DVA came off the bench to provide a much needed spark by communicating the atmosphere, electricity, and quality of a Timbers home match to a much broader audience that was thirsty for entertainment in a city that fashions itself as hip, edgy, and even weird. By focusing on the action both on and off the pitch, we captured an entirely new audience, quickly changed the mindset of the community, and increased attendance by 20 percent despite a .500 season.