SPORTS NUTS on ESPN
THE ASSIGNMENT WAS SIMPLE: ‘YOUTHIFY’ THE LEADING SPORTS NETWORK BY CREATING A VIRAL VIDEO. WE DIDN’T WANT TO MAKE A VIRAL VIDEO, WE WANTED TO CREATE A VIRAL SENSATION. THUS, SPORTS NUTS.
SPORTS NUTS IS A PROMOTION FOR A SHOW THAT WILL NEVER AIR. THEREFORE, THE PROMOTIONS FOR THE SHOW, ARE ACTUALLY THE SHOW ITSELF. YOU FOLLOW? BY USING ESPN’s MEDIA ASSETS, WE COULD PROMOTE THE SHIT OUT OF A SHOW THAT DOESN’T ACTUALLY EXIST. BUT IT DOES EXIST. EACH PROMO, FROM BANNER ADS TO BRODCAST WERE DESIGNED TO DELIVER A ONE-LINER THAT COULD STAND ALONE WITH THE SETUP: “ON THE NEXT SPORTS NUTS…”
BECAUSE THESE CHARACTERS ARE ANIMATED, WE CAN HAVE THEM TAKE CRACKS AT PEOPLE IN THE SPORTING WORLD THAT ANCHORS COULDN’T. YOU CAN’T WRITE HATE MAIL TO A PEANUT. THIS ALSO ALLOWED US TO BE TOPICAL AND MAKE COMMENTS ON EVENTS THAT HAD RECENTLY HAPPENED WITH VERY LITTLE TURN AROUND.
INTRODUCING MAC & DAMIEN, SPORTS NUTS!
