Old Spice / NFL Partnership

THE BRIEF

Increase awareness and conversation around Old Spice’s official NFL sponsorship, without TV.

WHAT I DID

Working with smaller than a smaller than usual budget, this campaign wasn’t able to have complimenting TV/broadcast work. But the strategy still needed to generate awareness of Old Spice’s NFL partnership.

Defining the problem allowed it to be answered with a strategy that reminded guys why the Old Spice and the NFL go hand in hand.

The creative team delivered the Old Spice Football Ball Sports Club, which was basically a bunch of unneccessary inventions that may (or may not) help a player’s skills.

Choosing to host our club on Tumblr, we brought the idea to life in ways unseen by the NFL. Working with many NFL players, a free ebook on Amazon, several fake NFL products to help players, and a video game, Kicker’s Revenge: The Kickening, the idea translated to content our audience was invested in and was willing to share in their own worlds.