UVA Football
Background:
Just like their fellow Virginians – the farmer rising long before the sun to tend his land and the blue collar worker setting out each day to make an honest wage, coach Bronco Mendenhall and his UVA players understand the importance of putting in the work. Building on recent success that includes multiple trips to bowl games and finally beating the arch-rival Hokies for the first time in fifteen years, the squad is primed for success. And we had access to some of their top talent. OT Ryan Swoboda anchors a formidable line, paving the way for Senior RB Wayne Taulapapa, who rushed for five TD’s in 2020 with a 4.5 yard average per run. On the other side of the ball, linebackers Nick Johnson and Noah Taylor fortify a D looking to build off some promising performances last year.
Inspired by their collective determination and grit, the UVA campaign “For All Virginia” celebrates their collective work ethic not just of the team but of the great state of Virginia. To create game day in-stadium and social content to support the campaign, UVA sought out the help of heavy.
The Challenge:
This campaign is a rallying cry, not just around UVA football but also each other. After a tough year where normalcy often bordered on luxury, UVA wanted to overcome the skepticism of filled stadiums to invoke feelings of excitement for the upcoming season, the first in-person since COVID.
As a school traditionally known for its basketball, UVA also wanted to remind Virginians that despite tough contenders such as Old Dominion, Norfolk State, and Virginia Tech within reach, that UVA has rich roots within the game and the state of Virginia.
The Approach:
Heavy and UVA met these hard-working Virginians on their own stage to ensure we truly captured the essence of their tales. Our vignettes were 15 seconds each and focused on their individual stories, detailing the perseverance of the farmer starting his work while most still lay in slumber, the skater practicing to perfect their latest trick, and a team tireless in their pursuit of victory. Similarly to each Virginian coming together to celebrate something bigger than the individual, the social vignettes drove viewers to the full campaign.