FLIP THE TURF
Pennington
PENNINGTON CHALLENGES THE NFL TO FLIP ALL TURF TO REAL GRASS.
_Creative Direction, Strategy
ONE SHOW x1, Shortlist x3
WEBBY Honoree
16 out of 32 teams in the NFL still play on artificial turf, despite the irreparable impact it has on both our players and our planet. So this humble grass seed company challenged the league, rallied for change, and took over the online conversation at Super Bowl 2022. All with a simple petition on change.org.
Real time injuries on the field proved our point, driving thousands of fans, NFL players, environmental groups and more to speak up and sign our petition.
It’s time to play smarter, not harder. #FlipTheTurf
Ad Age, Bleacher Report, NBC Sports, CBS Sports, Business Insider, Fansided, Heavy, The Athletic, The Japan Times, Daily Mail, Yard Barker, Reuters, Yahoo!Sports
CASE STUDY:
Playing on artificial turf is a dumb move. For the players, the planet, and the league’s pockets.
So we created a petition with the undeniable facts on Change.org.
And turned #FlipTheTurf into a hub for shareable turf data.
When the NFL’s top athletes got taken down by turf during Super Bowl, we responded in real time…
…and rallied the NFL’s biggest asset behind our cause—the fans.
Leading top players, sports personalities and environmental groups to challenge the NFL on our behalf.
A big play for an underdog grass brand.
