THE GOODYEAR COTTON BOWL CLASSIC. PROVEN LEGENDARY.

As a former college football player being tasked to create the creative for the lead sponsor in a legendary college football bowl game while being on the field to capture content was a once in a life opportunity. Here’s our thinking behind this proven legendary opportunity.

Whether it’s fourth and inches, or a wheel route so long it feels like a road trip, legends are made on the way to the endzone. Performance needs power. Grit needs grip.

And to be clutch against the clock, you need full control. It’s why we don’t just gain ground, we tread all over it.  And when others wear thin, we keep accelerating. No end in sight. 

Every inch. Every yard. Every mile. Proven Legendary.

Using this idea of becoming proven legendary brands meeting, we helped create the 90th Cotton Bowl Classic creative assets for Goodyear.
Everything from the :30s CEO commercial during the game, to the digital boards inside of the stadium to the print ads in the game program and the 834 or so social posts we created.

DIGITAL BOARDS

We created unique assets for all of the in-stadium digital boards to showcase the updated Goodyear branding BBH created while utilizing our theme of proven legendary in various ways. Each placement inside of AT&T Stadium has a unique size and appearance to fans and we designed each specifically for the dimensions and visual experience in the game.

TIMELINE

This year was the 90th Cotton Bowl Classic, a truly legendary number, so to showcase all of the proven legendary moments of past Cotton Bowl Classics and tie-in Goodyear’s partnership we used the longest digital asset as a timeline. A Goodyear tire would roll over Winged Foot logos that would reveal every single past Cotton Bowl Classic champion.

HEADLINES

We created 4 separate headlines speaking to what it means to be proven legendary which animated in different dynamic ways that utilize the maximum amount of spacing the stadium allowed.

BRAND PATTERNS

For the digital boards which fit between the extremely long dimensions inside of the stadium we created animations which scaled and moved our brand patterns in visually exciting ways.

SOCIAL

We created tons of social content in the lead up and during the game, all shot on our phones editing between meals in Dallas.

TIRE ART-Every year Goodyear asks sculpture artist Blake McFarland to make the mascots of the game out of literal Goodyear tires, so we made posts hyping and revealing that process.

LEGACY-We celebrated the past champions with highlights of historic performances from legendary players to create excitement for the game.

Build Up-We carried a Sony Handycam with us to hype up around the event with a vibe-y Y2K look.

PRINT ADS

We created these print ads visually mirroring our racing pedigree and the football game as two proven legendary brands coming together.

BTS