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Case Study: The Real Heroes Project

Challenge
Help the sports world show its gratitude to first responders during the Covid crisis in May 2020. Providing support in a way that only sports can, we wanted to leverage leagues’, clubs’, and athletes’ combined 3 billion+ followership, deliver uplift and inspiration, and own a moment.

Solution
Facilitate strategy sessions among sports league CMOs and commissioners from the NBA to Nascar and WWE, along with L.A.-based creative agency 72andSunny.

Unite for an epic campaign in which leagues asked their athletes to tag their jerseys with the names of first responders. 

Launch on May 6, 2020, timed to National Nurses Week. the PSA ran across social media, TV spots on Fox, NYC billboards and print. Also, Nascar rebranded its Darlington Race Cup Series as The Real Heroes 400. 

Results

  • Leagues, clubs and athletes quickly pulled together 40 videos that ran on each of their social channels.

  • Beyoncé waived licensing fees for her hit song “Halo.”

  • Working pro bono, 72andSunny produced the videos, which garnered 3.3 billion+ social impressions.

  • 87k+ hashtag mentions.

  • 24+ original social posts.

  • 96% net sentiment.

Adweek produced an award-winning package on the historic Real Heroes campaign.

Participating Leagues
NFL, NHL, MLS, NBA, WNBA, MLB, NWSL, WTA, ATP, WWE, USGA, NASCAR, EA (Madden, Apex Legends, FIFA), Call of Duty, Overwatch, Hearthstone.

Featured Athletes
Drew Brees, DeAndre Hopkins, George Kittle, Hayley Wickenheiser, Wayne Gretzky, Jonathan Toews, Chicharito, Jozy Altidore, Nani, Donovan Mitchell, Skylar Diggins-Smith, Breanna Stewart, Aaron Judge, Christian Yelich, Carli Lloyd, Coco Gauff, Bianca Andreescu, Ash Barty, Naomi Osaka, The Bryan Brothers, Charlotte Flair, John Cena, Triple H, Lydia Ko, Lucy Li, Kyle Busch, Kevin Harvick, Drini Gjoka, Young Kiv, Snip3down, Monsoon, MoAuba, MSDossary, super (Matthew DeLisi), Scump (Seth Abner), VKLIOOON