MLS | RBC — Year Three.
Soccer Is Bigger in Texas
Year Three — Soccer Was Texas Big
This year the annual MLS tentpole event took place in Austin, Texas. Austin was fundamentally different as a location, presenting many unique opportunities, from 10-gallon Stetson hats to Antone’s iconic club being transformed into RBC House. Austin as a city has constantly reminded the world of their unique difference, campaigning to “Keep Austin Weird” for decades. We respected this difference and leaned into it.
In year 3, we shifted away from real-time content. Instead, we focused on creating overall sizzle reels while capturing a bunch of content for the Extra Time series. The other major shift was that RBC pursed a central brand hub, called RBC House. RBC House was located at the iconic Austin music club, Antone’s, and allowed RBC to have a home base and constant presence at All-Star as the RBC House transformed to host a series of exclusive events.