BRIEF –
ESPN’s Monday Night Football campaign gains weekly exposure from August through January, across all print and digital media. This year’s campaign took its stylistic lead from the coveted NFL football jersey, by creating “stitched” headlines on each authentic jersey.
VISUAL DIRECTION –
The primarily text-driven advertisements display headlines that appear to be hand-stitched on football jerseys. For maximum engagement, local ads feature the home team’s uniform colors.
Digital
THE PATCH –
Each ad throughout the campaign features an ESPN Monday Night Football patch. The photo-realistic patch was designed by recreating the base logo in Adobe Illustrator, and vamping up the embroidered “patch” texture in Photoshop. Stitches were then added to outline the patch and text using a custom cross-hatch brush as a stroke.
HANK WILLIAMS JR. –
In addition to the NFL football “jersey” campaign, ESPN ran print ads featuring Hank Williams Jr. across various national newspapers. These ads drew interest by running on consecutive newspaper pages, with the final ad highlighting the season schedule on the back of Hank’s MNF vest.
COVERAGE –
ESPN’s Monday Night Football campaign was circulated through all major national and local media: print, out-of-home, web, interactive, and broadcast.
