Your game face ... his khakis … their bling …the height of the grass … what a random lady eats for breakfast.
“Everything Matters” in ESPN’s new college football playoff campaign that taps into the fun and quirky traditions that fans, coaches and players hold on game day.
“As the last four years have shown us, the path to the college football playoff is unpredictable, and superstition and tradition often play a role in how fans experience the season,” Wanda Young, ESPN’s SVP of marketing and consumer engagement, said in a statement. “We wanted to give a wink and a nod to what every fan knows in their heart: college football is more than what happens on the gridiron. It’s also the little things off the field that allow fans to have a real impact on their team’s journey.”
The schools featured in the campaign’s launch spot (above) include Alabama, Georgia, Oklahoma, Michigan, Penn State, Ohio State, USC, Texas, Washington, Notre Dame, Clemson, Texas A&M, UCF and Miami.
Created by creative agency McKinney, “Everything Matters” will run across ESPN and ABC platforms during the college football season, with new spots in rotation as the season progresses. ESPN will also launch a separate version of the campaign for the 14 SEC (The Southeastern Conference) schools, which will be featured on ESPN’s SEC Network.
CREDITS
Agency: McKinney
Client: ESPN CFB Playoff
Campaign: “Everything Matters”
ESPN
VP, Sports Marketing: Emeka Ofodile
Director, Sports Marketing: Pallav Tamaskar
Manager, Sports Marketing: Willis Hulings
Associate Manager, Sports Marketing: Margaret Davis
Coordinator, Sports Marketing: Alexa Dettelbach
Coordinator, Sports Marketing: Caroline Tilton
McKinney
Chief Creative Officer: Jonathan Cude
Group Creative Director: Owen Tingle
ACD / Art Director: Ellen Page
ACD / Copywriter: David Sloan
Copywriter: Dylan Meagher
VP Director, Content Production: Regina Brizzolara
Senior Producer: Nick Brenton
Business Affairs Manager: Miriam Hughes
Account Director: Ryan Gardiner
Account Manager: Maggie O’Donnell
Chief Strategy Officer: Walt Barron
Strategy Director: Kevin Murray
Director, Project Management: Sarah Williams
Production Company: Greenpoint Pictures
Director: The Hudson Dusters
Executive Producer: Tatiana Rudzinski
Executive Producer: Jordana Freydberg
Director of Photography: Logan Roos
Camera Operator: Alex Levin
Producer: Jon Messner
Editorial: Whitehouse Post
Editor: Adam Marshall
Executive Producer: Caitlin Grady
Producer: Michael Somerby
Assistant Editor: Devin Stevens
Audio: Wave Studios
Executive Producer: Vicky Ferraro
Sound Designer/Mixer: Aaron Reynolds
Finishing: Carbon VFX
Colorist: Aubrey Woodiwiss
Flame/Online: Chris Wiseman
Producer: Paul O’Beirne
Carbon EP: Frank Devlin
Tags: college football espn