Each week, The Examiner showcases an advertising campaign by a local company.
Job: Introduce Fatheads — 7-foot-tall adhesive wall graphics of NBA, NFL, MLB, NASCAR and college football stars.
Agency: Maiden Lane, San Francisco. Principals: Bob Gardner, John Maxham, Christine Huang, David Cumpton, Doug Powell, Chris Snook, Justin Curtis. Other clients: The Michelin Guide, Woodbridge, Del Monte, Fisher-Price, Delta Dental.
Team: John Maxham, chief creative officer; Michael Wilde, creative director; Julie Costanzo, producer; Annalyn Duke, Kelly Heikka, and Carley Prebble, account management.
The media plan: TV campaign running on Fox Sports, ESPN, Dish Network, Direct TV, Comedy Central, Spike, Men’s Channel, NBA TV, WGN, NFL Network and Network TV. Online campaign launches in February.
The theme: “Are you fan enough?”
The concept: In a spot titled Think Fast, a basketball fanatic has the walls of his loft covered with NBA Fatheads. He engages the life-like wall graphics in a battle of skills and trash talking.
Position: Chief creative officer
Agency background: TeamOne (Los Angeles), Lowe Worldwide (NY), TBWA/Chiat/Day (NY)
What drove your development of the concept: A fascination with the extreme lengths that sports fans will go to show their love of the game.
Working on next: A top secret new product that will turn the beverage industry on its head when it launches in spring.