Chris Adams
Chief Creative Officer at Phenomenon, Los Angeles
Los Angeles, United States
TitleKnow Your Stats
Campaign Wilson X Connected Football
Advertiser Wilson Sporting Goods
Brand Wilson
Date of First Broadcast/Publication
Business Sector Apparel, Fashion & Footwear
Philosophy The campaign, timed around the NFL season kickoff, features star quarterback Russell Wilson of the Seattle Seahawks and young fans who strive to measure up to the best of the pros using this first-ever technology infused football and its app.
Phenomenon developed over 15 pieces of video, all of which aim to appeal to the ‘backyard athletes’ ages 11-17 and serious athletes alike, while educating and engaging them in the experience that the "stadium is everywhere." 
Problem DETAILS ON THE CREATIVE:The campaign’s first video, titled “Legends,” showcases the experience consumers can have when the ball and app work together to transform any turf -- a backyard, a high school football field and more -- into an NFL gridiron. The other two spots will be rolling out later this fall and the campaign will run through Q1 2017.
Phenomenon conceptualized the key idea that “The Stadium is Everywhere” and developed the look and the feel for the overall marketing campaign, which informed the app and product development, ball design, packaging, as well as various activations, Wilson’s mobile demo tour, static visual assets, and creative.
PRODUCT SPECIFICS:The new football measures a thrower's distance, spin rate, velocity, and spiral efficiency, while also detecting catches and drops. The information is sent via Bluetooth to a free app and organized in five different modes -- game-style data statistic boards are based on various goal challenges. For more information on the product itself, you can reference Wilson's website. 
Media Type Web Film

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