Chevrolet established a strategic partnership with Manchester United, the world’s most recognizable football club. With nearly 700 million fans worldwide we were tasked to create a football campaign that bridged the 2014 World Cup to the 2016 Olympics. Led by Chevrolet’s tagline, Find New Roads, we explored the motivations behind “play.” It’s voluntary. Pleasurable. It gives camaraderie. Or escape. Sometimes playing is all that matters. But there’s no money. No trophies. No recognition. Then why? Leveraging our international backgrounds, I wrote, created and sold the hash/tag “What Do You #PlayFor” and original campaign pitch with art director Emil Nisowski. Thanks to writer Greg Collins for filling in on emergency notice to see my futbol fantasy through.