Super Bowl LV
Now We Collide have teamed up with sports streaming service Kayo and ESPN to launch a WebAR-driven campaign to take even the most casual sports fans inside 3 incredible stories of the Super Bowl.
The campaign is built around legendary NFL quarterbacks Tom Brady, Patrick Mahomes and Russell Wilson and uses digital, social and out of home media across Sydney, Melbourne, Brisbane with 2 giant street murals, located in Sydney, designed by well-known Australian graphic sports artist Lee Olsen and painted by graffiti artist Reubszz.
People can interact with the OOH posters and street murals to reveal a mobile AR experience, where they can access beautifully crafted films showcasing the incredible stories of Super Bowl triumphs, from these three legends of America’s biggest sport. The campaign aims to drive emotional engagement and increase interest ahead of Super Bowl LV on February 8, which will air live on ESPN on Kayo.
“ESPN on Kayo provides our audience access to some of the biggest sporting events in the world - with the Super Bowl attracting over 160 million viewers around the globe each year,” says Carl Burgmann, Head of Social for Kayo. ”This year, for Super Bowl 55, we wanted to try something new and appeal to sports fans at all levels, to connect them with the moments, stories and legends of the Super Bowl.“
The supporting films, written and produced by Now We Collide's in-house creative and production team, build on the experience gained working with ESPN on various original content initiatives and campaigns since 2016, and follows the success of the series ‘The Weekly Jam’ for ESPN on Kayo.
The campaign merges entertaining AR tech to heighten the creative storytelling to really give fans an intimate moment from some true superstars of the NFL, bringing their unbelievable achievements to life in an exciting new way.
The mobile-first content strategy recognises the consumption habits of the intended audience, with content developed for specific platforms across the campaign including digital, social media and out of home.
“The Super Bowl is one of the biggest sporting events on the planet. Beyond the half-time show and the spectacle that surrounds Super Bowl, there are some incredible stories that people may not know. We wanted to share these incredible Super Bowl moments and remind sports fans what makes this event so great.” Mark Porter, Manager Manager ESPN ANZ.
The campaign leverages cutting-edge WebAR technology, allowing people with a mobile device to access the AR experience directly, without having to download any third-party apps or services.
A suite of social content will also drive people to the out of home AR experience and longer-form films around the NFL stars.
Now We Collide
Executive Producer - Keir Maher
Executive Creative Director - Ryan Bodger
Creative Director - Kurt Toohey
Project Producer - Amy Watson
Shoot Producer - Sally Muul
Films Director & Editor - Sarah Peisley
Special Content Director - Simon Morehead
Copywriter - John Kerswell
Technical Director / AR - Andrew Yip
Story Writers - Sarah Peisley / Ryan Bodger
Art Director / Designer - Lee Olsen & Kate O'Donnell
Mural Artist - Reubszz
Director of Photography - Pat Harris
Sound - James Martel