The Drum Awards for Marketing - Extended Deadline

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Client: NFL
Date: Aug 2017
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The NFL has launched a new youth-focused campaign called “The Handoff.” The campaign, created by Translation, debuted a 60-second spot, 'Handoff Across America,' on national television during the NFL Hall of Fame Game on August 3.

Along with 90- and 30-second spots and a series of :15s, the campaign includes videos and Instagram Stories created by kids and NFL players as they hand off to each other and share their experiences on- and off-the-field. The scenes feature professional athletes, celebrities and teenagers alike on various “fields” - a bona fide gridiron, a summer pool and a front yard, among others - highlighting a different side of the game.

NFL stars participating in the Handoff Across America include Landon Collins, Stefon Diggs, Devonta Freeman, Travis Kelce, and Marquette King, along with NBA star Nick Young and chart-topping rapper Kyle. The spot also features Mac Miller’s song, Knock Knock. This diverse group of talent and youth blurs the lines between traditional football tropes and other ways kids enjoy spending their time, underscoring the idea that “there is no offseason.”

Credits

Client: National Football League

Advertising Agency: Translation

Chief Executive Officer: Steve Stouts

President: Patrick Lafferty

Chief Creative Officer: John Norman

Chief Strategy Officer: John Greene

Group Creative Director: Lance Ferguson & Eric Steele

Copywriter: Colin Frawley

Art Director: Dylan Simel

Jr. Art Director: Bo Han

Brand Strategy Director: Geoff McHenry

Jr. Strategist: Rex Nwerem

Sr. Social Strategist: Renee Miller

Context Strategist: Jazo Moises

Director of Broadcast Production: Miriam Franklin

Executive Producer: Carole McCarty

Associate Producer: Maxine Reyer

Business Affairs Manager: Thalia Tsouros & Grant Thompson

Group Account Director: Jimmy Euwer

Account Director: Austin Scherer

Account Supervisor: Brandon Ghio

Account Executive: Jordan Meiselas

Senior Project Manager: Matt DeSimone

Production Company: Bullitt

Director: Tim K.

Director of Production: Tim Hudson

Asst. Director: Bardy Sloan

EP: Luke Ricci

Producer: Jon Dawes

Editorial Company: Cut + Run

Editor: Joel Miller

Assistant Editor: Shannon Strong / Katie Pehowski

Executive Producer: Lauren Hertzberg

Producer: Eytan Gutman

Color Correct: Company 3

Colorist: Jamie O’Bradovich

Conform/Online Facility: Jogger

Online Editor: Joseph Grosso

Audio Post: Heard City

Mixers: Eric Warzecha and Jeremy Siegel