7: BRAND ENTERTAINMENT (Branded film/video (factual))
Next 100 - National Football League
National Football League
|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|
|Chief Creative Officer:||Founder / Creative Chairman: Glenn Cole|
|Creative Director:||Executive Creative Director: Jason Norcross Executive Creative Director: Keith Cartwright Group Creative Director: Zach Hilder Group Creative Director: Erwin Federizo|
|Art Director:||Chris Ruh|
|Account Manager:||Group Brand Director: Simon Hall Brand Director: Katie Martin Brand Manager: Kayla Moe|
|Producer:||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|
|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
|Editing Company:||Work Editorial|
|Post Production Company:||The Mill|
|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:||Post Co: The Mill Executive Producer: Fawn Fletcher Producer: Andrew Gilson Flame Artist: Adam Lambert VFX Supervisor: Jon Leonti|
|Other Credits:||Editorial Producers: Executive Producer: Marlo Baird Producer: Brian Scharwath|
|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|
|Other Credits:||Colorist: Stefan Sonnenfeld Producer, Color: Gabriel Wakeman Executive Producer: Ashley McKim|