The One Show
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Category
Influencer Marketing / Use of Celebrity
Annual ID
OS24_SM020S
About the Work
The NFL is one of the world’s most televised sporting leagues, with 18 million watching per game.
Cincinnati’s Ja’Marr Chase is one of the league’s best players. As a wide receiver, his job is to break downfield and get open for passes. Following a loss where he was consistently ‘open’ but didn’t get thrown the ball, he told reporters ``I'm open, I’m always (expletive) open.” And on social media and in interviews, referred to his gameplay as 7-ELEVEN. A callout to the fact that he’s always open like 7-Eleven stores, which are famously 24/7. He did this without us asking. And without us paying him a cent. We seized the moment, striking fast to create a clothing line within 48 hours. The line featured Ja'marr’s 'always open' declarations. And included a gold chain of our logo. We launched on social and created a website to sell the merch, IsJamarrOpen.com.
And then at Ja’Marr’s next game: Not only did he wear our clothing during the iconic tunnel walk into the stadium - the one place players are allowed to showcase brands. He also wore our gold chain in the place they’re not – in game. Most brands pay the NFL millions to get their logo on field. Ja’Marr flashed ours every time he caught a pass. Without us paying the NFL a cent. Seamlessly integrating 7-Eleven into the game. And causing an explosion on social.
We also orchestrated a takeover of 7-Eleven's social platforms and storefronts on gameday – rebranding them in Ja’Marr's honor. Merchandise sold out within 48 hours. Social media went nuts, with hundreds of millions of impressions and millions in free media. Reminding America that 7-Eleven is always open, like Ja’Marr . And proving you don’t need a big check to have the entire football world saying your brand name.
Cincinnati’s Ja’Marr Chase is one of the league’s best players. As a wide receiver, his job is to break downfield and get open for passes. Following a loss where he was consistently ‘open’ but didn’t get thrown the ball, he told reporters ``I'm open, I’m always (expletive) open.” And on social media and in interviews, referred to his gameplay as 7-ELEVEN. A callout to the fact that he’s always open like 7-Eleven stores, which are famously 24/7. He did this without us asking. And without us paying him a cent. We seized the moment, striking fast to create a clothing line within 48 hours. The line featured Ja'marr’s 'always open' declarations. And included a gold chain of our logo. We launched on social and created a website to sell the merch, IsJamarrOpen.com.
And then at Ja’Marr’s next game: Not only did he wear our clothing during the iconic tunnel walk into the stadium - the one place players are allowed to showcase brands. He also wore our gold chain in the place they’re not – in game. Most brands pay the NFL millions to get their logo on field. Ja’Marr flashed ours every time he caught a pass. Without us paying the NFL a cent. Seamlessly integrating 7-Eleven into the game. And causing an explosion on social.
We also orchestrated a takeover of 7-Eleven's social platforms and storefronts on gameday – rebranding them in Ja’Marr's honor. Merchandise sold out within 48 hours. Social media went nuts, with hundreds of millions of impressions and millions in free media. Reminding America that 7-Eleven is always open, like Ja’Marr . And proving you don’t need a big check to have the entire football world saying your brand name.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Dentsu Creative New York
Chief Creative Officer
Pedro Perez
Executive Creative Director
Bridget Jewell
Cuanan Cronwright
Leonardo Barbosa
Art Director, Social
Byron Edge
Associate Creative Director, Social
Andrew Pattee
Danny Colon
Chief Creative Officer, Dentsu Creative US & Hispanic LATAM
Rafael Rizuto
Copywriter, Creative Development
Jared Richmond
Copywriter, Social
John Dillon
Creative Director, Creative Development
Byron Wages
Jake Reilly
Photographer & Senior Graphic Designer
Matt Corsi
Account Director
Brianna Laurent
Account Executive
Olivia Ferrero
Account Supervisor
Jak Tedesco
Account Supervisor, Brand
Kiara McKinney
Assistant Account Executive
Brighton Chen
Assistant Account Manager
Dharius Timmons
Associate Account Executive
Alexia Assimakopoulos
Associate Manager, Culture & 7Collection
Alex Crawford
Associate Manager, Social Media
Lauren Friesenhahn
Associate Manager, Sports & Shopper Marketing
Kennedy Beair
Director of Ecommerce
Jacob Campbell
Director, Internal Communications
Dea Pennington
Director, Social Marketing & Strategy
Stephanie Caruso
EVP, Chief Marketing & Sustainability Officer
Marissa Jarratt
Executive Vice President, Brand Reputation
Laura Fries
Manager, Social Marketing & Strategy
Daniela Bernal
Project Manager, Project Management
Paige Wheeler
Senior Director - Brand, Advertising, Media & In-store Marketing
Marissa Eddings
Senior Director, Communications
Stephanie Shaw
Senior Director, Retail Media & Shopper Marketing
Neha Nayyar
Senior Manager, Corporate Consulting
Chelsey Morrow
Senior Manager, Culture & Social Media
Christy Mitchell
Senior Manager, External Communications
Shannon Lynch
Senior Manager, Shopper Marketing & Strategic Partnership Management
Holly Langford
Sr. Analyst, Social Media Insights
Krishun Jackson
SVP, Client Leadership
Joshua Safran
Vice President
Arielle Lyons
Genna Scisci
Paul McCormick
Vice President - Marketing, Insights, Loyalty, & Monetization Platforms
Mario Mijares
Vice President, Corporate Consulting
Laura Sipes
Vice President, National Media Strategist
Shannon Frieser
Vice President, Product Development & Production
Sheila Larsen
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