By the Staff of NYSportsJournalism.com
December 17, 2014: You know you've put in a full day at work when you get Mike Tyson to return the piece of ear he bit off of Evander Holyfield (Foot Locker), have the M&M known as Ms. Brown buy insurance from the Geico Gecko, convince Godzilla to go waterskiing and Johnny Manziel to conduct a Jamboogie exercise class (Snickers), put Arnold Schwarzenegger in a wig and have him play table tennis (Bud Light) and create a plethora of impactful PSAs, including "Ban Bossy," a multi-platform to "encourage leadership and achievement in girls."
Welcome to the 24/7 world of BBDO Worldwide.
Companies that have aligned with the global agency are looking for, if not the impossible, certainly extraordinary solutions to their uncommon marketing, advertising and sales needs.
This past year, BBDO Worldwide delivered in the sports category for the likes of Bud Light (Energy BBDO), Canadian Olympic Committee (Proximity Canada), Diet Mt. Dew with Dale Earnhardt Jr. (BBDO NY), FedEx (BBDO NY), Foot Locker (BBDO NY), Emirates Airline for the FIFA World Cup with Cristiano Ronaldo and Pelé (Impact BBDO), Lowe's (BBDO NY), Mars Chocolate North America M&M's/Snickers (BBDO NY), MLB "For the Love of Baseball" (BBDO NY), Tag Heuer (CLM BBDO) and Visa (BBDO NY) for the Winter Olympics and a group of Nobel Peace Laureates and nominees who were "United in Rivalry" (BBDO, NY) for the FIFA World Cup, including Oscar Arias, Leymah Gbowee, Bob Geldorf, David Trimble and Lech Walesa,
And we'll give a big nod to the creative for Viagra (BBDO NY), which focuses on getting the most enjoyment out of what many consider to the the ultimate workout.
The Bud Light "Up for Whatever" campaign crossed multiple boundaries and kept growing new legs, including getting Schwarzenegger to play table tennis; turning Crested Butte, Colorado into Whatever USA; and putting NFL fans on the field and NBA fans on the court with pro athletes.
Looking ahead, Bud Light is planning to open the House of Whatever in Phoenix during Super Bowl XLIX this February. Also at Super Bowl XLIX, Snickers will return to the airwaves (NBC) for the first time since 2011.
Just as impressive may be BBDO's PSA work. Among the organizations that have tapped into BBDO's creative juices: Autism Speaks, Save the Children, the Police Athletic League, Christopher and Dana Reeve Foundation and Special Olympics.
Sandy Hook Promise on the two-year anniversary of the tragic events in Connecticut (Dec. 16) unveiled with BBDO NY a multi-platform effort intended to "Protect Our Kids from the real threats, not just the Monsters Under the Bed."
With the help of BBDO's internal Women's Council, LeanIn.Org and Girl Scouts of the USA in March launched "Ban Bossy," a multi-platform effort to "encourage leadership and achievement in girls." The campaign came with educational materials, a dedicated Web site, two PSAs and endorsements from such celebrities as Beyoncé, Condoleezza Rice, Jimmie Johnson, Jennifer Garner and Jane Lynch. The PSA from BBDO New York, "Change the Story," shows young girls talking about the power of the word "bossy" and the plans they have to overcome its negative impact, and comes with a call-to-action for "all of us to ban bossy."
Among those whose blood, sweat and tears drive BBDO are David Lubars (Chief Creative Officer, Worldwide), Greg Hahn (Chief Creeative Office New York), Chris Beresford-Hill (Executive Creative Director), Dan Lucey (Executive Creative Director) and John Osborn, who this year celebrated his tenth anniversary as President and CEO for BBDO New York,
"The challenge and the opportunity is to avoid falling into the trap of telling and really strive to engage through storytelling," Osborne said during an interview with NYSportsJournalism earlier this year. "There is a big difference between telling and storytelling. When we are at our best on behalf of our clients is when we are telling a story that really engages an audience. And ultimately creates an effect where the audiences that we are reaching want to pass along the story of our client. Ultimately, we want to tell stories that people will remember and also get our brand registration in there. And create a buzz."
Q&A: MLB, M&M's Ban Bossy Through The BBDO Looking Glass
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