ESPN: Eyeballs

You can't get closer.

Brief:
ESPN's up-close camera coverage and commentary attracts the highest number of TV sports-viewers in Asia. Our brief was to create a Direct campaign that informed media-buyers of this.

Solution:
We re-designed actual sports-balls to look like "HUMAN EYEBALLS"!; a basketball, football and baseball. Each ball had a message on the back which read "ESPN. You can't get closer". They were sent with a letter (detailing the up-close camera coverage and ratings), inside a box titled with the name of the ball.

Results:
This DM exercise resulted in achieving extremely positive reactions from the targeted media community and the awareness for the key statistics showed a very positive increase. It facilitated in creating a very favourable environment for the subsequent sales process.

Advertising Agency: SAATCHI & SAATCHI, Singapore
Retoucher: Kendrick Wong
Executive Creative Director: Andy Greenaway
Creative Directors: Richard Copping, Andrew Petch
Art Directors: Richard Copping, Ronojoy Ghosh
Art Buyer: Adrel Law
Print Production: Terry Ong, Sammy Leong
Account Service: Frederic Eng
Copywriter: Andrew Petch