We created a year-long campaign called "Who's In?" for ESPN to promote the inaugural season of the College Football Playoff. It’s the largest campaign ESPN has ever produced and became the platform for everything they use when talking about College Football rallying fans to say Who's In? for the trials and tribulations of the wild college football season and then literally Who's In? at the end of the year to announce the four teams that are in the playoff. ESPN still uses the tagline, art direction and creates programming from the campaign over 5 years later.
To launch the campaign, we travelled for a month to 16 college football campuses in Mitt Romney’s former campaign tour bus to shoot fans representing each 128 schools to show that for this first year more than ever, everyone had a shot to be in. We released more content throughout the season that commented on the state of the season from the fan’s POV.
Agency - Wieden + Kennedy
Director - Stacy Wall
Copywriter - Will Binder
Awards - Clio Sports Silver