Continuing the Who's In? campaign, at the end of the season a new tradition was born in college football with 36 hours of bowl games spanning the course of two days on New Year's Eve and New Year's Day. We created a spot showing the timeline of events through the lens of food and how the entire country would be getting together to ring in the new year in a way they hadn’t done before.
Agency - Wieden + Kennedy
Director - Brian Beletic
Copywriter - Will Binder