The Drum Awards Festival - Official Deadline

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Agencies: Red , IMG
Client: ESPN
Date: Jan 2019
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ESPN’s College Football Playoff 'Who’s In' campaign is coming to life through a once-in-a-lifetime experience for four adventurous fans, where they will live atop a billboard together in downtown San Jose, near the site of the National Championship game at Levi’s Stadium. The experience will be livestreamed on ESPN3 and integrated into regular ESPN programming for the 12 days of the project, which will conclude on Jan. 7, to coincide with the National Championship Game.

The fans: Llyas Ross Sr., Nancy Volland, Jeanette Kim and Ruben Hunter represent the four semifinal teams: the Alabama Crimson Tide, Clemson Tigers, Notre Dame Fighting Irish and Oklahoma Sooners.

They ascended the billboard on Dec. 27, ahead of the two semifinal matchups on Dec. 29: The Goodyear Cotton Bowl Classic featuring Notre Dame and Clemson; and the Capital One Orange Bowl featuring Oklahoma and Alabama.

To be considered, almost 700 fans submitted video testimonials explaining why they should represent their team. The four chosen will have their fandom on full display – 45 feet in the air on a 40-foot wide by eight-foot deep billboard.


Agencies: Red, IMG Live, Catalyst Public Relations

Client: ESPN