All-Star Ballot

O.K. Here’s the deal, you need to produce up to 40 image sizes for 30 clubs, featuring 8–9 players each over 4 updates during 5 weeks. There is a sponsor, with their requirements. Each club, with their own requirements, will have preferences over who gets promoted and when. Ad Ops needs their images a day in advance to deploy and these are scheduled on key days in the campaign. No problem.

Sponsorship

This project actually begins the previous year, to sell sponsorship. To create an idea of what a sponsor will own, I create mockup template with various views, on-line and off-line, based off the previous year. Since this could be pitched to several different brands, It’s a flexible one.

Activation

Now make it happen. In years promising, and over delivering 3 million click-throughs, the secret is volume. The ballot campaign easily delivers over 1000 unique assets. The production behind the design is the true hero in that assets the department can deliver will be disseminated to club designers to generate their team’s specific promotions and attend to the input from the team’s in-house creative team. Once the production is through, the images are delivered to Editorial, Club Marketing, Social Media and Sponsorship and Ad OPs for deployment, each round.

Over the 5 weeks, the campaign promotions utilize assets that can be generated within the time in-between the last round and next.

The methodology of the asset production roll-out, I call “brick — wall — room — building”. Mugshots become buttons which become a cluster of buttons which go into a promotion and populate art boards. The organization is key to successfully handing off production to any designer in the department and having them generate and edit the campaign over time.