BEING YOUNG: A NEW DOCUMENTARY PRESENTED BY NISSAN + NEW FRONTIERS

NISSAN x NIL CAMPAIGN

AGENCY: TBWA\CHIAT\DAY NY

DATE: OCTOBER 2022

30MIN FILM + 3 EPISODE CONTENT SERIES

FEATURED IN:

CLIO SPORTS AWARD SHORTLIST

CHALLENGE
New NIL rule changes meant brands could now partner with college athletes to use their Name, Image, & Likeness in their advertising efforts. The thing is, college athletes felt like NIL wasn't attainable for them if they weren't superstar athletes playing very popular sports.

INSIGHT
For athletes, there's nothing more motivating than hearing the stories of other athletes.

STRATEGY
Tell stories through the eyes of the country's most thrilling college football athletes to inspire college athletes to take NIL head on.

CAMPAIGN

A documentary covering Bryce Young's NIL journey in the nations first major campaign to use a current college athlete + a 3x episode series featuring NIL advice straight from the mouths of college football's most thrilling athletes.

RESULTS

82.4M impressions

+18ppt in NIL collegiate association

229.2K site visits with more time spent than 2022 Heisman House site

94% positive sentiment on social media

Countless athletes following in Bryce’s footsteps (174% growth in college football NIL sponsorships)