As Associate Creative Director on this project, I oversaw the conception, presentation and production of this 360 degree campaign. More specifically, my partner and I were brought in to ensure that the "Speak With Your Cap" campaign came to life with a consistent language, look and feel in all channels.
The Challenge:
Inform NFL fans that New Era makes The Official On Field Headwear of the NFL.
The Insight:
NFL fans are amongst the most die-hard and vocal sports fans in the world and New Era NFL headwear allows them to express themselves, loud and clear.
The Solution:
Use our target as our medium and position New Era NFL caps as more than just hats, but rather as mouthpieces, megaphones, loudspeakers through which fans could scream their support for their team.
The Campaign:
We began by creating an emotional 60 second manifesto spot that took caps from simple apparel to powerful tools of self-expression.
Next, we enlisted 32 die-hard NFL fans to represent their teams.
We featured these fans in 32 videos, The 32 Tales, which told each fan's story of fandom through their caps.
We hosted the fans' videos on their own section of NewEraCap.com, along with their bios and a live feed of their social chatter.
Next, we opened up the campaign. We allowed fans to speak with their caps online by creating personalized cover photos on Facebook.
We hosted head-to-head social match ups called "Cap Battles" and rewarded the most vocal fans on Twitter with discounts and exclusive NFL product.
And we created a new behaviour on Instagram: having winners point to their team's logo with #toldyou.
