Defend the Dome shattered conventions and established a new standard for Ford's sports partnerships, earning The Big Idea Award.

As Ford's longest-standing sports partnership initiative, Defend the Dome became a unifying force for the Atlanta community during a challenging time for both Ford and the Falcons. Amid a recession, Ford faced significant struggles, while the Falcons dealt with negative publicity stemming from Michael Vick's off-field issues.

Contracts were renegotiated to shift the narrative, reconnect the fanbase, and boost vehicle sales to enhance both brands' emotional resonance and excitement. This included exploring innovative opportunities that enriched the fan experience throughout their journey. The campaign featured all-pro players like Matt Ryan, John Abraham, Tony Gonzalez, and more, and gained recognition in Sports Illustrated, was discussed in broadcast play-by-play, and inspired local Hip-hop and Country artists to create original music videos titled Defend the Dome.

​

This fully integrated program included TV, online gaming, digital, social, experiential, fan premiums, pre-game on-field activations, halftime concert featuring Robin Thicke, exclusive fan seats, experiential Falcon fanatic, fascia and pre-game players intro video.