Audible called. Victory secured.
The Playstation® Fiesta Bowl engaged with TJA to create a campaign for the 50th anniversary of the iconic Arizona bowl game included in the New Year’s Six. But as Covid-19 ripped through the country, the 2020 college football season became “the season that almost wasn’t”.
With details like cardboard-cutout fans and simulated crowd noise becoming standard, we were inspired to build a message for the Fiesta Bowl that was both bold and reassuring. With the tagline “New Year. New Game.”, the campaign acknowledged the duality between a pandemic bowl game and the normalcy of change. What resulted was a bright, clean multimedia endeavor that encouraged everyone (fervent fans and curious couch-goers alike) to enjoy a desert tradition.
Fiesta Bowl TV Ad
One of Fiesta Bowl’s many philanthropic efforts, the 2021 Kindness AZ initiative brought acts of kindness to communities across the state. Volunteers boarded a bus to take gift card handouts on the road, brightened schools with cheery decor and outfitted homes for deserving families. In a true team effort, TJA and Fiesta Bowl’s teams collaborated to design wall art, bus wraps, gift card holders and ads. Members of our team were also proud to join Fiesta Bowl at volunteer events, lending hands-on help. TJA deeply values the opportunities brought by being Agency of Record for such an inspirational organization.