Be a Student of the Game

My Role: Creative Director, Head Creative Strategist

Context:

For 2 years, Sharpie had built their Rookie of the Year program around how “high performance players need high performance pens.” However, when it comes to athletics, and especially at the elite level, there are a few major players that have owned the category of “performance” for decades.

So when Sharpie comes to us with a brief, to expand their Rookie of the Year program from one built on a once a year activation (centered on signatures and autographs) to a year-long campaign that gives the consumer a reason to pick up a Sharpie—we asked ourselves the obvious question:

Aside from signatures and autographs, how does Sharpie impact the performance of these players?