As part of the LA Galaxy’s announcement of the signing of soccer legend Zlatan Ibrahimovic, I crafted an open letter to the city of LA. The full-page ad on the back cover of the Los Angeles Times simply read “Dear Los Angeles, You’re Welcome.”

The activation earned local, national and international acclaim and highlighted Zlatan’s legendarily over-the-top personality. The $28,000 print ad was shared world-wide via social media and traditional media garnering over $1billion in estimated publicity value.