It’s hard for most people to imagine Detroit without Ford Field—the enormous stadium that hosts the Lions in the fall and musicians in the summer—but we can.
Twelve years ago, before people knew what fun they’d have in this new Detroit building or how they’d gawk at it every time they drove by, we were hard at work preparing for the opening—preparing to not only get the word out, but to get people excited. And what better way to do that than a football metaphor?
Our ads went everywhere, and they read, “It’s Up! It’s Good!” Those four little words are said over the speakers at almost every football game when there is a field goal or extra point attempt, but they seemed so applicable to Ford Field, too.
The building was finally up. It was built. It was standing. It was good. And it still is.
What’s your best Ford Field memory?
To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.