Brief. ChappellRoberts were selected as the agency of record for the Tampa Bay Buccaneers – one of 32 NFL teams in the U.S. ChappellRoberts was to develop a new 2015 campaign that encompassed the energy, rally-cry and pride of the game, as well as create a campaign that had integrity – win or lose.
Strategy and end result. After months of concept development and brainstorming, the ChappellRoberts team created a new name for the 2015 (and beyond) brand campaign: Siege The Day. Siege the Day encompasses the raw energy, pep-talk and commitment to the sport, as well that each day is a new day to own it – regardless of previous outcomes. The overall campaign look featured the players at the fore front, with elements of gritty steel and roughed-up typography. To add to the hype of a new football season, the ChappellRoberts team created a teaser campaign, which eluded that the "Siege is Coming". This teaser included: outdoor countdown clocks, digital creative and print. Once revealed, the Siege The Day campaign completely saturated the Tampa Bay market with media, such as: taking over the signage of the 65,000 capacity Raymond James Stadium, 3D inflated billboards and shape-based ads.
Deliverables. Branding Identity and Style Guide Print Ads (Full page, half page, shape-based, spadea wraps) Static (with extension), 3D inflated and Digital Outdoor Boards Web Banner Ads Page Takeover Digital Ads Landing Page Countdown Radio TV
Awards (All awarded to ChappellRoberts) Season Campaign – Silver ADDY Award Integrated Campaign – Gold Communicator Award Print Ad Campaign – Gold Hermes Creative Awards Integrated Marketing Campaign – Gold Hermes Creative Awards Online Campaign – Best Online Campaign Internet Advertising Competition Online Campaign – Graphic Design USA Web Design Awards
Senior Digital Director – Charlie Militello Head of Creatives – Sarah Tildsley Senior Web Developer – Adam Alvis