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INFLUENCER CAMPAIGN

NFL “PURISTS”





By trying to reach everybody, the NFL was losing its grip on its core audience: avid football nerds. It needed a return to pure fandom celebrating its truest followers.


We made Sundays special again using Instagram influencers who just happened to be huge footbal fans. We spoke to Gen Z and millennials in the second-screen language that now accompanies every game—poking the bear with inside jokes, taunts, and moments only true fans would understand.