LONGTINE
CONCEPT // ART DIRECTION
Every year, INFINITI has partnered with the Coaches vs. Cancer, a program which empowers NCAA basketball coaches, their teams, and communities to join the fight against cancer. With an inspirational team of cancer-survivors, the “Hardwood Heroes”, we’ve challenged people to join in the efforts by playing the bracket that never busts, “Round By Round”.
For 2017, we took it a step further. We introduced the world to the next team of Hardwood Heroes, telling their individual stories of courage and strength, showing how their #UNBUSTABLE spirit, their will, their love of competition, their fight will never be broken by cancer.
To support to the TV campaign, we created a digital activation at the NCAA Final Four that invited visitors to step up to the Charity Stripe with :30 on the clock and Infiniti will donate $5 for every basket they made.
For everyone who participated, we created a custom infographic that tracked their personal number of shots, success and misses, and how much $$ was donated by INFINITI in their name.
And guess what? It was a lot. INFINITI exceeded booth traffic at the Final Four with the Charity Stripe activation where fans made 2,523 free throws, tallying another $24,785 in donations to Coaches vs. Cancer.
Final Design of Infographic: Doug Kohnen
With a supporting social campaign, we brought the story of the Hardwood Heroes to the masses. The campaign received 9.4 million video views and drove over 550k Round-By-Round bracket registrations with nearly 11MM total picks. There were over 263,000 Facebook Livestreams of our Hardwood Heroes game.
EXECUTIVE CREATIVE DIRECTOR | Michael Raso
CREATIVE DIRECTORS | Jason Pierce, Mark St. Amant, Doug Kohnen, Bryan Karr
CONCEPT/ART DIRECTOR OF DIGITAL & EXPERIENTIAL | Anne Marie Longtine
CONCEPT/COPYWRITER OF DIGITAL & EXPERIENTIAL | Sarah Turner
CLIENT | INFINITI USA
AGENCY | Crispin Porter + Bogusky