Скачать с ютуб Apple - Public Displays of Encouragement (case study) в хорошем качестве

Apple - Public Displays of Encouragement (case study)

To drive awareness and conversation around Emmy award-winning comedy series Ted Lasso and the Apple TV+ streaming service, TBWA\Media Arts Lab launched a campaign to support the U.S. Men’s National Soccer Team as they head to the biggest soccer tournament in the world. 27 personalized, handwritten letters were made for every player on the USMNT, including their head coach. Written in partnership with the show’s writers, each message was chock full of the classic Ted Lasso wit and charm fans know and love. These letters were blown up jumbo-sized and placed on full display in each player’s hometown—on billboards, high schools, and even on side of a 200 year old barn. Even though Ted’s letters went up in out-of-home, his words of encouragement were designed to be read on social platforms, like Twitter and TikTok. With the official roster announcement, Ted’s messages began appearing all across America. Immediately, the internet began sharing them on social, hunting them down and posting new boards as they were discovered. The team seeded the story to press outlets in each local market with a USMNT player. Local news covered their player’s story, then national news picked up the entire campaign as social conversation continued throughout. Finally, the campaign ended with posts from the @TedLasso and @TheCoachBeard twitter sharing every single message along with a video with talent in character offering one last good luck before the matches start. The campaign had over 2.2B PR impressions and $20M in earned media. Covered in over 700 articles, Ted’s messages were the most written about tournament activation and the most engaging campaign for US soccer. Ultimately, the real win was Ted Lasso helping the USMNT make it past the group stages proving anything is possible if you just believe. AWARDS This campaign has been awarded at these major advertising festivals: - One Show 2023: Best in Discipline Grand Prix in the "Out of Home" category. CREDITS CLIENT: Apple Cupertino. AGENCY: TBWA\Media Arts Lab Los Angeles. MEDIA DISTRIBUTION COMPANY: OMD. CHIEF CREATIVE OFFICER: Brent Anderson. CREATIVE DIRECTOR: Colin Snow, Rhodney Viray. EXECUTIVE CREATIVE DIRECTOR: JD Jurentkuff. EXECUTIVE PRODUCER: Karen Jean. ASSOCIATE CREATIVE DIRECTOR: Jon Klein, Luis Aguilera. SENIOR ART DIRECTOR: Brian Kim. SENIOR COPYWRITER: Daniel Litzow. ACCOUNT DIRECTOR: Eneida Elenes. MANAGEMENT SUPERVISOR: Cameron Brown.