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Category
Popular Culture Impact
Annual ID
OS23_CD021M
About the Work
Pennington is a small grass-seed company that’s been drowned out by its competitors’ media spend, despite its innovative water-saving seed. So we took Pennington’s sustainable approach to lawn care to the biggest green in the country—the NFL’s artificial turf.
Despite it causing more player injuries, costing the franchise millions, and most importantly, leading to irreparable damage to our environment, 16 of the 32 NFL teams still play on plastic grass.
So, we created a nationwide movement challenging the NFL to #FlipTheTurf to real grass. Starting with a simple petition on Change.org that laid out the facts. Then, we took those facts to Twitter, turning #FlipTheTurf into a hub for shareable turf data at the 2022 Super Bowl.
As beloved athletes were taken down by So-Fi stadium’s artificial turf, millions of fans flocked to our hashtag to make their voices heard. And we responded in real time, creating unique social assets and even showing the tangible costs of in-game injuries to the NFL (i.e., a top wide receiver’s injury costs ~$1,098,529 per game).
Fans, athletes, and sports personalities organically signed the petition and challenged the NFL to #FlipTheTurf on our behalf—making Pennington synonymous with the most viral conversation of Super Bowl 2022.
But it didn’t stop there. Our campaign continued the conversation into Super Bowl 2023, even sparking change in the short term with MetLife Stadium committing to flip its turf in the near future.
#FlipTheTurf has proven to be a lasting fixture in sports culture, one that ensures Pennington’s relevancy for years to come, cementing its claim to smarter, sustainable lawn care. All at a fraction of cost and no air time.
Results:
35,000 mentions & 400 million organic impressions
+216% greater engagement than the competition
20% increase in sales
Fastest growing petition of 2022
2023 Awards
Total Points: 3
Merit
Credits
Agency
Droga5 / New York
Client / Brand
Pennington
Production Company
Second Child
Art Director
Luke Johnson
Copywriter
Alli Walker
Animator
Joseph Park
Kevin Reste
Chief Creative Officer
Scott Bell
Creative Director
Hope Nardini
Maria Lee
Executive Creative Director
Tara Lawall
Producer
Brooke Renov
Strategist
Ben Bacalores
Account Director
Madalyn McLane
Rosa Bonner
Account Supervisor
Michelle Darnell
Art Director, Intern
Mollie Bond
assistant editor
Andrew Davenport
Associate Manager - Media
Tommy Noble
CEO
Tim Cofer
Communicatons Strategy Director
Julia Agger
Copywriter, Intern
Jacques Wortsman
Group Account Director
Caitlin Patrick
Group Communications Strategy Director
Kathryn Ruocco
Group Strategy Director
Keir Moreano
Junior Communications Strategist
Dani Clark
Tinuké Akintayo
Paid Media Delivery Lead
Kayleigh Lolli
Post production
Juany Alduez
Senior Business Affairs Manager
Paul Van Dorpe
Senior Communications Strategist
Emily Banaszynski
Jude Cohen
Senior Project Manager
Amanda Cohen
Janelle Jordan
SVP Marketing, Garden
Dan Hoeller
SVP, Marketing & Strategy
Mike McGoohan
VP, Brand Innovation
Scott Meek
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