SAN FRANCISCO (Map, News) - The Examiner showcases an advertising campaign by a local company.

Job: To reach U.S. soccer fans on a grassroots level and encourage participation around the 2007 Major League Soccer season.

Agency: EVB, San Francisco.

Principals: CEO Daniel Stein, Executive Creative Director Jason Zada

Other clients: 2K Sports, Alberto Culver, MTV, LeapFrog, Microsoft.

Creative team: Executive Creative Director Jason Zada, associate creative directors Lauren Harwell and Jaime Robinson, Art Director Sean O’Brien and copywriter Jeremy De Forge

The plan: Leading up to the 2007 MLS season, EVB created a digital content marketing initiative called MLS Represent in which original MLS team anthems were produced to spread new enthusiasm around Major League Soccer beyond the traditional fan base.

Concept: Listening to music online ranks as a favorite pastime among America’s youth, and its popularity continues to grow. Created by EVB and partner Rock River Music, MLS Represent pairs each MLS team with a cutting-edge music artist or band from rock, pop, hip-hop, Latin and punk genres to write and record an original song that represents each MLS team and its home city.

Lauren Harwell

Age: 32

Jaime Robinson

Age: 31

Position: Associate creative director/art director (both)

What drove your development of the concept? Every soccer team has its favorite song or chant, which fans sing and play to support their squad. We wanted to extend that same excitement to American soccer culture, which led us to the creation of MLS Represent.

What are you working on next? We’ve just completed a multi-tier campaign to relaunch a leading hair care brand around its latest styling product line. The campaign — aimed at young, hip consumers — is supported by two microsites, a MySpace page, YouTube videos, TV spot and print and rich media banner ads.