The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Cross-Platform

#SettleYourScore

Agency Barkley, Inc. / Kansas City

Client Russell Athletic
BACK TO RESULTS

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.