NFL Players Association Community MVP 2021-2022
Challenge
When they're not using their athletic powers on the field, NFL players are finding ways to serve as superheroes for their communities. In recognition, each week during the regular season, the NFLPA #CommunityMVP program honors one player who has made a positive impact in his hometown or team city.
Solution
We were proud to lead the creative for the 2021 - 2022 National Football League Players Association Community MVP Program, where we created an illustration for the winner each week of the NFL season + 2 animations recognizing the 5 Finalists and Overall Winner. Additionally, each illustration was made into clothing via Aldine Sports Association, a youth sports organization that focuses on community, education + athletics, founded by NFL player Michael Thomas. For being named Community MVP, the NFLPA made a $10,000 donation to the player’s foundation or charity of choice so that they can continue to make a difference. From the pool of weekly Community MVPs, a distinguished panel of judges chose five finalists for the Alan Page Community Award, each of whom received an additional $10,000 + we developed animations to recognize each of these 5 players. Arik Armstead, DL, San Francisco Zach Ertz, TE, Arizona Will Gholston, DL, Tampa Bay Rodney McLeod, DB, Philadelphia Emmanuel Sanders, WR, Buffalo From those five finalists, the active player membership voted for the Alan Page Community Award winner — Rodney McLeod, DB, Philadelphia — who received $100,000 for his McLeod’s Change Our Future foundation. We created a 3D toy store to end the campaign and announce Rodney as the winner, as well as developed the actual figurine with 3D model and production and gifted it to Rodney!
Results
8.7 million impressions (including YoY growth of more than 40 percent in awareness and engagement) 391,000+ video views 73,700+ engagements 8,800+ link clicks Shortlisted in 2022 Hashtag Sports Awards
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