The Concept
We designed The Designated Game Plan to reinvigorate TAC’s long standing partnership with Melbourne Victory. We invited fans to consider how they were getting home from a match, if they planned on drinking by using football language and tactics. It supported TAC’s in marketing drink driving message Drinking. Driving. They’re Better Apart.
We produced a 5 piece content series using Victory players intercepting classic pre game moments to create a plan of how to get home while educating on the impact just one drink can have. The campaign included onside activations, social and digital integration as well as half time stunts on ground.