Guinness International Champions Cup


Challenge

Transform Michigan Stadium into a showcase for a premier international soccer tournament - the Guinness International Champions Cup - and the U.S.’s largest-ever soccer game. Create a sensational experience and provide exciting environmental graphics and branding platforms for Guinness and Chevrolet, the game’s presenting sponsor. Integrate the logos of storied clubs Manchester United and Real Madrid.


Solution

Our designs and executions created an electric, larger-than-life feel that matched the excitement of the record crowd. Throughout the site, the cohesive branding and prominent sponsor positioning were equal to the scale of the game. The largest and most celebrated-in-photographs pieces were the massive graphics covering both the north and south scoreboards. 

In previous installations, we had only covered one of the two 60’x110’ scoreboards at the Big House for the 2014 NHL Winter Classic, recognized as the SBJ Sporting Event of the Year. 

Large graphics also branded the stadium interior along the suite, club and press box areas. In addition, 30 field wall medallions ringed the pitch and more than 100 flags created a dynamic atmosphere both inside and outside the stadium. 

A record-setting 109,318 fans experienced the game at Michigan Stadium and millions more watched.  For more on creating branded events at Michigan Stadium, watch the NHL Winter Classic project video.  


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