The challenge

• The University of Oregon Foundation aimed to embody the spirit of their football team, showcasing resilience and boldness, particularly centered around quarterback Bo Nix. The challenge was to effectively communicate this message to fans, recruits, and the football community while creating buzz and excitement leading up to the 2023 college football season.

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The solution

• To rally support behind the Ducks and Bo Nix, the team crafted the bold statement "BOdacious" to symbolize their willingness to take daring risks.

• High-impact OOH advertising was strategically placed in key football hotbeds in New York, Dallas, and Los Angeles. This included eye-catching hand-painted murals featuring Bo holding up the word "Bodacious" in New York's Flatiron District and a dual wallscape in Dallas depicting Bo throwing a football across two massive units.

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The results

• The campaign deeply resonated with audiences, seamlessly embedding into football culture.

• The NYC mural sparked widespread excitement on social media and attracted attention from various news outlets and the Dallas wallscape launch intensified discussions online with tweets, videos, and articles circulating.

• The campaign remained a recurring topic throughout the football season across social and national football coverage leaving a lasting impact.

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