The ask from Concacaf was: how do we talk to our “non-core” target? How do we relate to part-time, low-key and more social fans? Fans, who despite loving the game, equally love the peripheral stories that happen around soccer, after the final whistle, after the 90-minute game is over. They love the befores, the afters and the in-betweens of soccer. These fans go #BeyondThe90.

A Women's Pickup Soccer effort was also launched, connecting women who love the sport, and crave the social aspect of the pickup game.

CD/CW: Dawn McCarthy Designer: Juan Martin Bertolotti Agency: The Story Room