the challenge Since 2007, the Golf for Injured Veterans Everywhere Foundation (GIVE) has been working tirelessly to improve the lives of Iowa’s military heroes through therapeutic golf instruction, social engagement, community outreach and more. The work they do and...
Special Olympics Illinois (SOILL) is a storied organization with an incredible legacy. When they came to us with the goal of recruiting more athletes, volunteers and donors of all demographics—we grasped the opportunity to do something extraordinary.
We needed to take their immense impact and boil it down to a single memorable idea—one powerful enough to inspire action. So, we did.
MACLYN created a bold new campaign to reignite passion and bolster engagement across each of SOILL’s audience segments, from athletes and their families to volunteers, donors and sponsors.
Running an all-out marketing blitz (and partnering with a beloved Chicago Bears player), our team helped light a torch for the SOILL community to carry into a new era of growth.
RESEARCH & DISCOVERY:
Identifying the Universal SOILL Experience
Whether on the field, in the classroom or out in the community, Special Olympics Illinois is about creating spaces of possibility. It’s where “I can’t”, “I want to” and “I need to” become something else—”I did.”
Bringing “so i did.” to Life
MACLYN created a dynamic new iteration of the Special Olympics Illinois brand to drive our campaign forward. We used bold typography, newspaper-style design and hand-drawn elements to highlight our message, inspired by athletes challenging the norm while making history.
Our new voice positioned Special Olympic Illinois as the universal “answer” to our audience’s goals. The result is always the same: “so i did.”
“I WANTED TO TAKE HOME THE GOLD. SO I DID.”
MACLYN created a wide range of deliverables aimed at building awareness for Special Olympics Illinois and their new campaign. Billboards, radio spots, social and digital ads, and YouTube pre-roll videos started popping up all over the state and across the web. We came out strong; “so i did.” was everywhere.
MAKING A BIG FIRST IMPRESSION:
DOING SOMETHING BIG:
Partnering with Bears Tight End Cole Kmet
To take our campaign to the next level, we wanted to bring on someone who could help tell our story. An Illinois native who, in his teens, started volunteering for nonprofits serving individuals with intellectual disabilities—Chicago Bears tight end Cole Kmet was the perfect fit.