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Category
Craft / Photography - Campaign
Annual ID
OS_CP17080M
About the Work
In the world of sports marketing, brands celebrate the winners: the stars with the biggest contracts and trophies. And though this may sell shoes, ego is destroying the ideals of team sport. For the first time ever team sports participation is down in America. To defend team sports, Russell Athletic didn’t sign a star or a champion. Instead they partnered with the losers -- six high school football teams who lost their state championship games by a touchdown or less. Russell challenged these teams to use that loss as their ultimate motivation in the #SettleYourScore campaign. Robert Clark, the acclaimed photographer from Friday Night Lights captured the raw emotion of one team. Also, under Clark’s mentorship, student photographers gave an unscripted look at their season. The imagery was used across all Russell social channels, giving a gritty, inside look at how a team’s biggest loss can be their greatest inspiration.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Barkley, Inc. / Kansas City
Production Company
Picture Farm / Brooklyn
Art Director
Matt Slider
Chief Creative Officer
Tim Galles
Creative Director
Berk Wasserman
Brad Jungles
Director
Robert Clark
Executive Creative Director
Jason Elm
Producer
Chris Bren
Agency Producer
Melany Esfeld
Jasmine Henry
Susan Neuman
Cinematographer
Byron Shah
Content Strategist
Chris Cardetti
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