HEADS by Neogama for ESPN

HEADS

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency Neogama
Creative Director Marcio Ribas, Wilson Mateo
Art Director Pedro Utzeri, Fábio Astolpho
Copywriter Eduardo Andrietta, Fernando A. Silva
Account Supervisor Fábio Losso
Released December 2011

Credits & Description

Category: Illustration
Advertiser: ESPN
Product/Service: ESPN
Agency: NEOGAMA/BBH
Art Director: Pedro Utzeri (Neogama BBH)
Chief Creative Officer: Alexandre Gama (Neogama BBH)
Creative Director: Márcio Ribas (Neogama BBH)
Creative Director: Márcio Ribas (Neogama BBH)
Art Director: Fábio Astolpho (Neogama BBH)
Copywriter: Eduardo Andrietta (Neogama Bbh)
Copywriter: Eduardo Andrietta (Neogama BBH)
Account Supervisor: Fábio Losso (Neogama BBH)
Copywriter: Fernando Silva (Neogama BBH)
Art Director: Pedro Utzeri (Neogama BBH)
Copywriter: Fernando Silva (Neogama BBH)
Art Director: Fábio Astolpho (Neogama BBH)
Account Supervisor: Fábio Losso (Neogama BBH)
Art Director: Pedro Utzeri (Neogama BBH)
Art Director: Fábio Astolpho (Neogama BBH)
Account Supervisor: Fábio Losso (Neogama BBH)
Media placement: Newspaper - Meio e Mensagem - 07 November 2011
Media placement: Magazine - ESPN Magazine - 01 December 2011
Media placement: Magazine - ESPN Magazine - 19 December 2011

Describe the brief from the client
The ESPN brand positions itself as a specialist in all sports. In Brazil, ESPN has an intense soccer programming with championships from around the world and a team of experts on the subject.

Describe the challenges and key objectives
The goal was to create a campaign showing the target audience that watching European soccer on ESPN is much more than just watching a simple soccer match. Also, to show the audience that by watching ESPN, they will stay on top of all the games, players, stories and trivia about the teams.

Describe how you arrived at the final design
The idea came from comparing those who watch soccer games on other channels and those who watch them on ESPN. To make this difference clear, the campaign featured ads that showed viewers that had little information, and the ESPN viewers with much more content. For the production, the images were projected on a huge wall with chalk illustrations, and then photographed.

Give some indication of how successful the outcome was in the market
The campaign increased the channel’s audience for all of the international soccer matches. Even moments that showed the pre-recorded matches. The visits on the ESPN website also increased, because spectators had the desire to learn more about the channel’s reporters.