Challenge
Create a unified visual and strategic message for four brands coming together to host a dinner at Super Bowl LIV, championing underrepresented populations and the impact the current juvenile justice system has on them.
Discovery
The NFL, Player’s Coalition, Stand Together and Cafe Momentum each have different missions that all fall under advancing social justice causes. After meeting with the leaders of these four organizations we found a common theme and strategy for bringing those missions together for one amazing experience.
Activation
In a city like Miami, on Super Bowl weekend, the atmosphere is filled with an over-the-top mix of neon colors, unattainable luxury and exclusive parties. Knowing many of the guests on our invite list would have to make a choice of which Super Bowl event they attend, we went against the grain with our message and strategy. We advertised our event as “Not your normal dinner.” Using a stark black & white palette and direct “in your face” messaging, we made our event a can’t-miss.
The entire dinner was prepared and served by teens recently released from juvenile detention who are being given another chance through Dallas’ own Cafe Momentum.
Impact
Our influential attendees, ranging from professional athletes to elected officials, were inspired to have real conversations on how their circles of influence can help build the momentum for creating real change.