Gold Award, Direct Marketing.
2010 Advertising Age Hispanic Creative Advertising Awards Winner.
To reach Hispanic media and attract new advertisers, NFL needed to break the stereotype that Hispanics are only interested in soccer. The numbers and statistics were always there. But cultural perception seemed to be a much stronger factor.
We were tasked with reversing that trend. Early on we understood that to be successful, whatever the form of the communication would be, it had to be disruptive and memorable. Hence, the idea of a Trojan Ball was born.
Media outlets and decision makers would receive a package in the mail. Inside the package there would be a box that looked like it's containing a soccer ball. The caption on the box stated "Inside is the ball that 28.5 million US Hispanics identify with". The Limited Edition sticker on the front panel identified the serial number of the ball.
Once opened, the package would reveal a limited edition official NFL ball, the panels of which were imprinted with important facts and statistics.
