To explore the thrilling and complex relationship between sports and American social, economic, and political change, the U.S. National Archives created All American, The Power of Sports, a retrospective exhibit and national initiative. Figure originated a launch campaign across multiple platforms.
To explore the thrilling and complex relationship between sports and American social, economic, and political change, the U.S. National Archives created All American, The Power of Sports, a retrospective exhibit and national initiative. Figure originated a launch campaign across multiple platforms.
Creative
The history of sports in America and its influence over our everyday lives is fueled by exquisitely captured stories and images of great victories, comebacks, and defeats. We dove deep into this rich, dramatic framework curated from the Archive’s holdings for the exhibit. What emerged was the compelling gaze of these athletes, their intensity, their “I dare you to learn my story” glare, and the visible determination to overcome the racial, economic, and gender barriers they faced inside and outside of sports. We created a campaign rooted in the elements of the exhibition storyline while providing a bold identity system that is adaptable over the variety of sizes and shapes across a large digital ad buy including Google, Verizon DSP, Facebook/Instagram, Washington Post, and the New York Times.
Key Art
Creative
The history of sports in America and its influence over our everyday lives is fueled by exquisitely captured stories and images of great victories, comebacks, and defeats. We dove deep into this rich, dramatic framework curated from the Archive’s holdings for the exhibit. What emerged was the compelling gaze of these athletes, their intensity, their “I dare you to learn my story” glare, and the visible determination to overcome the racial, economic, and gender barriers they faced inside and outside of sports. We created a campaign rooted in the elements of the exhibition storyline while providing a bold identity system that is adaptable over the variety of sizes and shapes across a large digital ad buy including Google, Verizon DSP, Facebook/Instagram, Washington Post, and the New York Times.
Services Provided
– Campaign Origination
– Project Management
– Creative Direction
– Copywriting
– Graphic Design
Results
First six months of exhibit opening.
Digital Ad Campaign Stats:
31,599,796 Impressions
2,866023 Unique Reach
101,458 Link Clicks
0.32% CTR
Website Stats:
99,515 Views
68,402 Visitors
0.12% Conversion Rate