To promote the Emmy Award-winning comedy series Ted Lasso and the TV+ streaming service, the agency launched a campaign to support the U.S. Men’s National Soccer Team as they headed to the World Cup. The campaign involved creating 27 personalized, handwritten letters for every player on the USMNT. Each message was filled with the classic Ted Lasso wit and charm fans know and love. In addition, these letters were blown up to jumbo size and placed on full display in each player’s hometown—on billboards, high schools, and even on the side of a 200-year-old barn.

The campaign had over 2.2 billion PR impressions and $20M in earned media. The story was covered in over 700 articles; Ted’s messages were the most written about tournament activation and the most engaging campaign globally. But, ultimately, the real win was Ted Lasso helping the USMNT make it past the group stages proving anything is possible if you just believe.