The last dance
On Oct. 5, Copacino Fujikado and OL Reign set up a throne inside Rough and Tumble and filmed tributes to Rapinoe from fans of all ages—each donning pink wigs emulating Rapinoe’s trademark gameday hair color. The name of the event: “Celebrating the Hair-itage.”
The Royal Guard brought a large banner with Rapinoe’s likeness, fans from as far as Mexico City, Ireland and the U.K. made signs in support and Seattle DJ Chong the Nomad—who Copacino Fujikado worked with on campaigns for city tourism group Visit Seattle—kept the party going. All the while, fans shared stories both of Rapinoe’s career and what she meant to them as an athlete, but also what she meant to them as individuals—especially those who credited her for helping them come out to friends and family.
“I had [Michael Jordan] as a kid, and I had a big poster of MJ on the wall and [Copacino Fujikado Group creative director] Andrew[Gall] had Ken Griffey Jr., but we always looked at those sports heroes as phenoms—performers on the court on the field,” said Copacino Fujikado executive creative direction Vince Soliven. “These kids get to look up to these sports heroes not just because they’re winning championships and awards … there’s so much more.”
Copacino Fujikado’s billboard tribute to Rapinoe by the West Seattle Bridge was borne out of convenience—with help from its media team—but will eventually come down. The agency noted that OL Reign still hasn’t released many of the video tributes to Rapinoe, opting to wait until after she’s played the NWSL Championship match to release them. To Copacino Fujikado’s Gall, it provides both the agency and fans the opportunity continue the outpouring of support and keep Rapinoe fresh in Seattle’s mind.
“Experiential can be a really heavy lift, because you’re trying to get people to do your thing that they may not have expected to want to be a part of,” Gall said. “Sometimes that can be really hard to pull what you want out of your everyday people that aren’t used to being on camera and might tense up and get nervous, but everyone had a reason to thank Megan and it was every one was different—and this audience couldn’t wait to be a part of this.”
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