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
Art Directors: Richard Copping, Ronojoy Ghosh
Art Buyer: Adrel Law
Print Production: Terry Ong, Sammy Leong
Account Service: Frederic Eng
Copywriter: Andrew Petch

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21 comments

Wordnerd's picture
Wordnerd
6662 pencils

Bullseye!

getconnected2001's picture
getconnected2001
989 pencils

Love it!

floydeepurple's picture
floydeepurple
349 pencils

the eyeball looks gross. but overall nice idea.

Chris's picture
Chris
1987 pencils

reminds me of madballs those toys from the 80's

Zeus's picture
Zeus
912 pencils

expensive...

Crisp One's picture
Crisp One
2007 pencils

agreed, just a weird gift to influence buyers, id rather have tickets to a game to be honest

Zeus's picture
Zeus
912 pencils

but very cool

mrbobcr's picture
mrbobcr
24 pencils

Jaja is kind of creepy but... People in Singapur has blue eyes?

huzyisundead's picture
huzyisundead
107 pencils

Jaja is kind of creepy??

FlyingDogs's picture
FlyingDogs
968 pencils

Lovely stuff!

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castell's picture
castell
40 pencils

amazing!!

Olafski001's picture
Olafski001
1195 pencils

good!

sunt's picture
sunt
10 pencils

haha,so cool!
I love this ad~!

raverus's picture
raverus
1476 pencils

ok but disgusting

StuartLittle's picture
StuartLittle
468 pencils

Much better than the espn couch campaign

fen1x's picture
fen1x
471 pencils

hohoho awesome ball !!
Where can I buy it ?

Hardy's picture
Hardy
42 pencils

Looks like ransom note from the kidnappers! :)

m í t i c o's picture
m í t i c o
676 pencils

Airbrush Paint.

Very Good idea!!

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r e i n v e n t a

Frits Harkema's picture
Frits Harkema
713 pencils

In some countries, they use heads.

ca4ysu's picture
ca4ysu
8 pencils

I really like that~

shiju's picture
shiju

it looks scary............

but a great thinking..

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www.crazycoolads.com

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