THE TEAM THAT WOULDN’T BE HERE
Verizon
Every year, 40,000 Americans owe their lives to first responders. We worked with the phone network millions of first responders rely on to tell the stories of a special few who had been saved — 11 NFL players and a head coach. Their stories became a 12-part film series, 30-minute CBS documentary and an official NFL team that honored the impact of first responders. The film series culminated in a Super Bowl commercial that inspired hundreds of thousands to show their appreciation for America’s unsung heroes.
Results:
#1 most talked about Super Bowl commercial — Twitter Brand Bowl
#1 searched and viewed — AdWeek
#1 watched Super Bowl spot — YouTube
#1 overall digital share of voice — AdAge/iSpot
#5 Super Bowl commercial — USA Today Ad Meter
12-PART FILM SERIES
We combed the country to find our team and the first responders who saved them. Their raw and honest stories aired on television and online and became the emotional heart of the campaign.
LAUNCH FILM
A trailer for the film series launched during the AFC and NFC Championship football games and took over the conversation on Twitter.
CASE FILM
A TELEVISION SHOW
We combined all 12 stories to create one final poignant moment — a 30-minute documentary that aired the night after Super Bowl Sunday during primetime on CBS.