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2023 One Show - Cultural Driver

#FlipTheTurf

Agency Droga5 / New York + Pennington + Second Child

Client Pennington

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

Chief Creative Officer

Scott Bell

Creative Director

Hope Nardini
Maria Lee

Executive Creative Director

Tara Lawall

Producer

Brooke Renov

Strategist

Ben Bacalores

Account Supervisor

Michelle Darnell

account director

Madalyn McLane
Rosa Bonner

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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