The NFL campaign brief asked us to find a way to unify its initiatives under a single umbrella. Instead of creating a generic idea that simply tied everything together, our team decided to use the opportunity to solve for a larger cultural crisis: the decline of play.

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This campaign was created as part of my school’s NSAC (National Student Advertising Competition) team. We knew that if we wanted to build a campaign that stood out, we couldn’t just create another message about football, we had to find a deeper cultural tension that the NFL could uniquely address.

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Through interviews, research into the current youth sports landscape, and observing the way sports are changing in culture and media, we uncovered a concerning contradiction: while organized youth athletics continues to grow as an industry, more kids are stepping away from sports than ever before.

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Our team saw this crisis of play as an opportunity for the NFL to become more than a leader in sports media. We saw an opportunity for the NFL to become a leader in sports culture. The NFL is bringing back the joy, connection, and creativity that made people fall in love with the game in the first place.

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