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Special Project

Special Project
From the 11th Annual Shorty Awards

Chant Generator

Winner in Social Media Tool

Finalist in Creative use of Technology

Audience Honor in Social Media Tool

Entered in Wine, Beer & Spirits


People have been doing the same old soccer chants for years. But that wasn't going to cut it for Atlanta United, Atlanta's new soccer team that set the record for MLS attendance in just its first year. And it definitely wasn't going to cut it for Atlanta United Limited Edition Gin from Old Fourth Distillery, the first company to distill liquor in Atlanta since Prohibition.

So, to hype this unique melding of two true Atlanta originals, we brought together two of Atlanta United fans' favorite things: yelling and booze.

Strategy and Execution

Introducing the Chant Generator, powered by O4D. It's an app that let fans create their own game day chants to cheer on Atlanta United, or completely humiliate their opponents. Atlanta's "Rowdy and Proud" fans fired up the Chant Generator by simply choosing from optional chant topics and styles (i.e., Atlanta United Rocks!, We have the best fans!, Their City Smells Bad, Insult their Coach) then letting the app "gin-erate" custom chants to match their preferences.

Some fan favorites included…

Atlanta United vs. New England Revolution

October 6, 2018

Hey, New England!

Your team could give us a spark.

You should give a tryout

To effin' Marky Mark.

Atlanta United vs. Chicago Fire

October 21, 2018

No goals! No goals!

Your pizza is a casserole!

Atlanta United at Toronto FC

October 28, 2018

Hey Toronto, you need a new routine,

It's true you can't play soccer

After chowing down poutine.

Atlanta United vs. New York Red Bulls

November 25, 2018/ MLS Playoffs

Me, oh my,

Oh me, oh mercy!

You call yourselves New York

But you play in New Jersey?

Atlanta United vs. Portland Timbers

December 8, 2018/ MLS Championship Final

Home, home in the rain.

Your city's so wet and so lame

You can take your food trucks

And your ratty old Chuck's

While we take this Championship game.


New custom choices were available for each matchup, letting fans create chant after original chant, with new chants rolling out each week throughout the playoffs. And fans ate it up, spending an average of 3 ½ minutes on the app.

The Chant Generator kept Old Fourth Distillery on the tips of Atlanta fans' chanting tongues, reinforcing its status as a true Atlanta company run by true fans of Atlanta United. And while it might not have been the main reason Atlanta United won the MLS Championship Cup, it sure made winning it a lot more fun.


Video for Chant Generator

Entrant Company / Organization Name

BBDO Atlanta, Old 4th Distillery


Entry Credits