Las Vegas is no stranger to celebration and with the Super Bowl coming to Vegas, we sold through the idea that excessive celebration shouldn’t be a penalty in Las Vegas, it should be, well, celebrated. And we thought there was no one better to support our cause than former NFL wide receiver and notorious over-celebrator Chad “Ochocinco” Johnson. That resulted in a music video with him and Grammy-nominated artist Tobe Nwigwe along with a petition and fan-fueled excessive celebrations on Jimmy Kimmel. D&AD Wood Pencil Winner
Excessive
Check out the case study for the highlights and results.
Celebration
Here is the long-form music video in all its glory.
Encouraged
And here is the cutdown which aired on broadcast.
The campaign also included a feature with hometown-hero Jimmy Kimmel.
And finally, a screenshot of the petition when it launched:
