ESPN is launching a 25th anniversary celebration with an event marketing campaign directly involving fans. Promos, images spots, posters, outdoor, radio and Internet content were created by New York-based ad agency The Concept Farm.
A new flight of “Verb” spots by The Concept Farm and PFI break this week and aim to encourage African-American kids to use their most important recreational equipment when playing outdoors: their imagination.
New York creative/production hybrid The Concept Farm has announced the launch of a dedicated production division, the Production Farm, to handle projects for outside agencies and other clients. the farmers have long shot their own spots for clients that include ESPN and the History Channel International. The agency’s “In Case You Missed It” campaign for the latter earned a Gold Pencil at the 2002 One Show.
Hank Wasiak, a vice chairman at the McCann-Erickson World Group in New York, said yesterday that he was leaving to become a consultant at the Concept Farm in New York, where his son is a partner and a co-owner.
The Concept Farm aims to lend bowling some of the retro-allure that resurrected disco and the lava lamp in a campaign for the Bowling Proprietors Association of America that declares, “Bowling is back.”
ESPN’s ESPN ABC Sports Customer Marketing Sales division announced Monday that it has named The Concept Farm as ad agency of record for its integrated consumer-promotion programs.
With ads now covering almost every surface imaginable, one New York agency has claimed what we can only hope is the last untapped expanse: the heads of bald men. BaldBoards (see baldboard.com) is a new division of The Concept Farm that transforms hairless men into marketing ploys, using stencils and paint.
Book4Golf’s slogan is “Every great story starts with a tee time,” and in this print and television campaign, they capitalize on real golfers’ true stories. “We just talked to people at one golf course in L.A. as they were walking off the green, and got them to tell their stories on camera,” explains Wasiak. “We thought it would undermine the campaign if we invented the stories.”
The company will spend roughly $2 million on the initial campaign, which runs through Nov. 15. Starting in January, Register.com will expand the campaign nationally. Spending could reach $30 million next year, said VP-Marketing Sascha Mornell. Through its ads, Register.com is “trying to relay the passion behind building a company online,” said Gregg Wasiak, farmer-director at The Concept Farm.