Our solution came to life as the IPLAYFOR campaign. We created comprehensive brand identities for each of Street Soccer’s 19 teams, and chose team names based on the life goals these homeless players strive for. We also created posters, web banners, guerilla art, a TV spot and a Times Square billboard.

IPLAYFOR.org gave Street Soccer a prominent presence online. Players and fans around the world used it to connect with and support each other. The momentum of IPLAYFOR even convinced the City of New York to allow Street Soccer to host its National Cup in the middle of Times Square

- On the weekend IPLAYFOR.org launched on Facebook, Likes increased by 432% and reached 68,000 people in seven countries

- European sportswear brand, Kappa saw IPLAYFOR and became a major sponsor of Street Soccer by donating funds, jerseys and equipment

- Slate.com gave IPLAYFOR a free homepage takeover which led to 4.5 million views

- Numerous players got tattoos of the campaign logo and team crests

- Street Soccer achieved its goal of becoming a self-sustaining charity

- IPLAYFOR helped Street Soccer get 75% of its players off of the streets