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Category
Craft in Writing / Online / Social
Annual ID
ADC103_ADV112M
About the Work
In 2023, a conspiracy about the NFL being scripted took over the internet. So for kickoff, the NFL brought the world behind the scenes for the table read of the 104th season.
Almost as soon as the rehearsal begins, everyone from the writers to the players and their moms start trying to get their own ideas added to the script. We crafted a variety of ‘pitches’ that were relevant to specific teams and players - from Justin Fields wanting to replace his legs with wheels as a quarterback known for running to the entire league wanting to write Patrick Mahomes out of the script.
The campaign also included fictional script ideas for specific moments throughout the season, like Jalen Ramsey changing his name for the Germany game or an octo-doink field goal for the holiday slate.
Overall, the writing for the campaign ranged from slightly far-fetched to downright ridiculous in order to show the unbelievable nature of real NFL season storylines.
Almost as soon as the rehearsal begins, everyone from the writers to the players and their moms start trying to get their own ideas added to the script. We crafted a variety of ‘pitches’ that were relevant to specific teams and players - from Justin Fields wanting to replace his legs with wheels as a quarterback known for running to the entire league wanting to write Patrick Mahomes out of the script.
The campaign also included fictional script ideas for specific moments throughout the season, like Jalen Ramsey changing his name for the Germany game or an octo-doink field goal for the holiday slate.
Overall, the writing for the campaign ranged from slightly far-fetched to downright ridiculous in order to show the unbelievable nature of real NFL season storylines.
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
72andSunny / Los Angeles
Client / Brand
National Football League
Production Company
Biscuit Filmworks
Creative Director
Jason LaFlore
Matt Turnier
Justin Batten
Executive Creative Director
Zach Hilder
Producer
Laura Ferguson
Shareef Achekzai
Strategist
Sammy Springer
Strategy Director
Clare Hines
Senior Producer
Danny Nouri
Brand Coordinator
Izzy Berouty
Brand Director
Katie Martin
Brand Manager
Justin Wilmink
Founder & Creative Co-Chair
Glenn Cole
Global Awards Director
Noelle Keeley
Group Brand Director
Shane Chastang
Head of Corporate Communication
Meghan Hubert
Head of Production
Nicole Haase
Partnerships & Legal Manager
Casey Brown
Marty Cole
Senior Writer
Ken Syme
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