A.C.E
A.C.E
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A.C.E
Copywriter | Strategist | Kenny Pickett
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.
The NFL campaign brief asked us to unify its initiatives under a single umbrella. Instead of creating a generic idea that simply tied everything together, our team used the opportunity to address a larger cultural crisis: the decline of play.
Problem:
Insight:Â
Solution:
Sports are changing in culture and media, and there's a concerning contradiction. While organized youth athletics continues to grow as an industry, more kids are stepping away from sports than ever before.
The NFL has the power to play. Through its initiatives, the NFL has the power to revitalize youth sports, making play accessible and appealing for all.
Create a platform that unites the NFL’s initiatives around one shared purpose: getting kids back to play. Use the NFL’s cultural influence to make play more accessible, appealing, and relevant to the next generation.