2: DIGITAL (Online video ads)

Next 100 - National Football League - National Football League JPG
Next 100 - National Football League - National Football League MP4 2m:51s
Next 100 - National Football League - National Football League MP4 2m:09s

Next 100 - National Football League
National Football League

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Next 100 - National Football League - National Football League

Shortlist

Title of Entry: Next 100
Brand: National Football League
Product/Service: National Football League
Client: National Football League
Entrant Company: 72andSunny Los Angeles
Creative Agency: 72andSunny Los Angeles
Duration of Entry: 02:51
Judging URL: https://www.youtube.com/watch?v=lbkafMhmvMo&t=2s
Sector: 38268
Chief Creative Officer: Founder / Creative Chairman: Glenn Cole
Account Manager: Group Brand Director: Simon Hall Brand Director: Katie Martin Brand Manager: Kayla Moe
Creative Director: Executive Creative Director: Jason Norcross Executive Creative Director: Keith Cartwright Group Creative Director: Zach Hilder Group Creative Director: Erwin Federizo
Date of Release: 2020-02-02
Notes: The NFL is the most popular sports league in America boasting over 187 Million fans, but was in need of reaching more young, female and multicultural audiences. This campaign was the final beat of our broader 100th season marketing effort. It paid homage to everyone that contributed to making the past 100 seasons of NFL Football special while inviting the next generation to join us in making the next 100 even even greater. Instead of creating a traditional campaign like many others create for the Super Bowl, we fully integrated our narrative into the game’s live broadcast on Fox which helped us reach over 100 million fans in a totally new way, capturing countless hearts and minds along the way. Given the stakes, we knew we couldn’t just run a regular ad that risked being overshadowed by other advertisers -- we needed to create a completely unmissable piece that was part of the game and got people talking for days afterward. To do it, we created a film that aired immediately before the game’s kick off about a 13 year old kid, named Maxwell ‘Bunchie’ Young, running a football kick return back across the country. Along the way, he and a crew of fans and players he picks up visit NFL legends and landmarks. The film comes to a crescendo when Bunchie and his 32 new friends run onto the Super Bowl LIV field in Miami LIVE during the game’s televised broadcast to deliver the Super Bowl game ball to the referee in front 60,000+ fans in stadium and over 100+ million on live TV. We Created a Media Frenzy 6 billion+ impressions in the days that followed, including Bunchie being invited to ‘The Today Show’, America’s premier morning show. We Captured America’s Hearts “It was charming and, for the NFL, the perfect capper on a season-long celebration of its anniversary” - New York Magazine “The NFL is back with another juggernaut ad for Super Bowl LIV” - Time “Not sure any commercial will out do the NFL 100 commercial that was just on … it was awesome” - ESPN Pundit, Mike Golic We Moved the Needle Net perception of The NFL improved +15% Net perception of NFL Players improved +13%. 56% of young fans & players said the campaign made them want to play football 65% said the campaign made them think that the NFL is culturally relevant
Production Company: Prettybird
Art Director: Chris Ruh
Copywriter: Garrett Radford
Other Credits: NFL Team: Tim Ellis - Executive Vice President, Chief Marketing Officer, Julie Haddon - Senior Vice President, Global Brand & Consumer Marketing Melvin Lenzy - Vice President, Global Brand & Consumer Marketing Lucy Hallowell - Senior Producer Tracy Perlman - Senior Vice President, Football Communications and Marketing Laura Malfy - Director, Head of Legends Community & Player Marketing Chris McAvey - Manager, Football Communications and Marketing Chris Taylor - Marketing and Communications Assistant Sydney Harris - Manager, Global Brand & Consumer Marketing Jessica Belz – Coordinator, Marketing Jon Schwartz - Senior Vice President, Communications and Public Affairs Samantha Roth - Vice President, Communications Ian Trombetta - Senior Vice President, Influence Marketing Rich Elmore - Senior Director, Player Social Marketing Sana Merchant - Director, Club Social Strategy Bryce Gustafson - Senior Manager, Social Content Russell Simon - Manager, Social Media Operations David Feldman - Vice President, Social Media Marketing Taryn Hutt - Senior Director, Club Marketing
Other Credits: Group Production Director: Nicole Haase Sr. Film Producer: Katie Gaul Jr. Film Producer: Tanya Zaccaro
Other Credits: Group Strategy Director: John Graham Group Strategy Director: Michael Lewis Strategist: Ryan Hagan Sr. Social Strategist: Kristin Barker
Other Credits: Partnerships and Legal Sr. Manager: Noah Winter
Other Credits: Production Company: Prettybird Director: Max Malkin VP / Executive Producer: Ali Brown Head of Production: Tracy Hauser Line Producer: Matt Wersinger 1st Assistant Director: Rob Jackson Production Supervisor: Moira Hurley Production Designer: Jason Hamilton Costume Designer: Kelle Kutsugeras
Other Credits: Editorial Company: Work Editorial Editor: Biff Butler Executive Producer: Marlo Baird Producer: Brian Scharwath
Other Credits: Post Co: The Mill Executive Producer: Fawn Fletcher Producer: Andrew Gilson Flame Artist: Adam Lambert VFX Supervisor: Jon Leonti
Other Credits: Telecine: Co3 Colorist: Stefan Sonnenfeld Producer, Color: Gabriel Wakeman Executive Producer: Ashley McKim
Other Credits: Audio Mix: LIME Studios Sound Mixer: Jeff Malen Assistant Sound Mixer: Meg Ochs Executive Producer: Susie Boyajan Producer: Sam Sotomura
Other Credits: Sound Designer: Michael Anastasi, Colorist: Stefan Sonnenfeld Producer, Color: Gabriel Wakeman Executive Producer: Ashley McKim