Brief: The NFL wants to be more relevant and attract a bigger audience in the UK, who have little understanding of American football.
Idea: It is no secret Europeans look at American Football, often thinking it can do without all the farce among the players during the game (just like Americans look at our football games). Leveraging on the global trend people are increasingly getting into their TV shows and binge hours on drama storylines and characters, we positioned the NFL as “drama like no other”. 
The art direction mimics drama series posters. We turned football photography into dark and dramatic scenes that captures the epic nature of the game.

Dashes of colour brings out key features such as team jerseys.

For press, upcoming fixtures is promoted with the same epic treatment.
For activation, an augmented reality experience allows people to immerse themselves in the NFL at pubs during international series.
NFL helmets fitted with AR gear allows people to find themselves in the body of an NFL player on the pitch, in the middle of a play. 
We filmed this experience and used it as social content to help build interest in the league.
For tube takeovers, we created special out-of-home formats to highlight the best moments from NFL games to get people excited about the sport, which is a great way to generate positive word-of-mouth. 
For digital screens such as in the tube, we demonstrated in a fun way the epic nature of the NFL.
For original formats, we creatively broke through the clutter of typical sports promotions and visuals. 
Behavioural retargeting banners and tactical banners.
Social media sponsored posts are based on people’s interests.
On Spotify, audio ads used sounds from the game, making them sound as if they were action scenes taken from a TV drama.
The voiceover artist has the typical deep voice used in movie trailers. 
On Twitter, we targeted people talking about drama shows by sending them personalised messages inviting them to start watching some even more gripping NFL.
Every week we created unique content to promote the upcoming fixtures. This can be done in various formats such as video, animated GIFs, and static images. In the lead-up to the start of the season, we introduced a different team each day through short videos. Presenting the ‘cast’ helped fans pick a team to get behind.
On Instagram a special page for the campaign allowed people to discover the most epic drama that happens in every square of the pitch.
A range of filters allowed Snapchat users to choose the gear of any of the NFL teams and share it with their friends, thus making them epic; and mostly very shareable.
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