Challenge
Atlanta United is a soccer club built on unity, and born from the culture. At its inception in 2017, Atlanta United retired the number 17 to always represent the supporters and community as an essential part of the club. The goal of this campaign was to honor and inspire the 17s: the people who drive our club and city forward. Because of them, we stand United.
Solution
Murals are often reserved for celebrating heroes after their passing. The Spirit of 17 is a campaign created to honor Atlanta’s unity, culture, and people by recognizing 17 unsung local heroes who are working to better our city right now. By mentoring our youth, feeding our people, creating safe spaces for growth, and more, these community leaders are building our future every day. We honored these heroes with hand-painted portrait-style murals across Atlanta—giving them the recognition and elevation they deserve so they can continue leading our city forward. To create this unique out of home campaign, we painted murals on community walls in order to re-invest our media dollars in the community and hire local artists. We carefully selected walls in the heart of neighborhoods so Atlanta United supporters would pass them every day. Each mural also features a QR code driving viewers to more information about the heroes and their organizations so they can find inspiration and get involved on a more personal level. With these lasting murals recognizing 17 community leaders, we are able to inspire the people of Atlanta today and every day for years to come.
Results
With 62.9 million impressions to date, we cemented the legacies of these heroes and gave them the recognition and elevation they deserve so they can continue leading our city forward and inspire the next generation. We've seen a high volume of social media love around each of these pieces, even getting kudos from Atlanta Mayor, Andre Dickens. 9 Murals | 17 Community Trailblazers | 62.9M Impressions & Counting bit.ly/Spiritof17
Chemistry
Chemistry is an independent, full-service agency with employees and offices in Atlanta, Miami, New York, Phoenix, and Pittsburgh. A culture lab made up of doers and makers united by the belief that an ounce of action is worth a pound of theory. Our name was born out of the belief...
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