Agency: BBDO New York
Name of campaign: “FedExCup Global Golf Sweepstakes”
Launch date: July 2009
Creative credits: Chief communications officers: David Lubars, Bill Bruce; executive creative director/exec VP: Greg Hahn; executive creative director: Mike Smith; art director: Gianfranco Arena; copywriter director: Peter Kain; executive producer: Amy Wertheimer; production company: O Positive; director: Kenny Herzog; executive producer: Marc Grill; director of photography: Bob Gantz; production supervisor: Jason Reda; production designer: Jason Edmonds; TV production: Mackenzie Cutler; executive producer: Melissa Miller; editor: Erik Laroi; Sound Lounge: Tom Juracone
Why we liked it: In this advertising campaign for the FedExCup, a year-long points competition on the PGA Tour, the company focused almost exclusively on the sweepstakes. The winner of the sweepstakes can take a group of friends to play golf in Scotland, Spain, Australia or another destination. In print, on television and online, FedEx shows people jockeying for position to be included in the golf trip if a friend of theirs happens to win. In one television spot, a co-worker dresses as a matador, because he thought his friend was thinking about traveling to Spain if he won. In a print ad, a golf scorecard is used to judge which friends should go along on the trip: “Least likely to wear a ‘Real men play American football’ T-shirt into a foreign pub” is the rationale for one potential winner. Best of all for FedEx, the FedExCup got a boost on the course when the actual finish to the yearlong event came down to the final hole, with eventual $10 million winner Jim Furyk getting up and down from a greenside sandtrap to win in dramatic fashion.