It may be hard to compete with the on-field action, but two agencies plan to make next year's Super Bowl both eye-catching and memorable. The National Football League (NFL) has awarded environmental decor and design responsibilities for upcoming Super Bowls XLIX and LI to Omnicom's engagement agency GMR Marketing and design shop bluemedia.
The pair will be responsible for developing all visual experiences for the decor program surrounding Super Bowls in Arizona (2015) and Houston (2017) for environments that extend beyond the stadium.
"GMR approached Super Bowl decor through the lens of experiential design — the art of transforming traditional creative assets into interactive scenery along a strategically-plotted journey," says John Koch, Senior Creative Director, GMR. "Our creative strategy centers on a system of design pieces that will uncover vibrant new elements of the Super Bowl experience around every corner, from airport, to hotel, to stadium back to airport.
“We're using design to create a 360 degree story that every person is a part of from the minute they step off the plane in Phoenix to the minute they step back on.”
Bluemedia will handle production, installation, and on-site logistics of the environmental graphics and large format printing, while GMR will be responsible for creative concept, design, and pre-program management.
GMR will also oversee responsibility for designing and managing the NFL House, the NFL's exclusive, annual hospitality experience during the Super Bowl.
"For a world-class sporting event like the Super Bowl, it is essential to create a system of environments that work together to engage fans in anticipation and excitement," says Koch. "We're going to set the stage for Super Bowls XLIX and LI in vibrant, innovative and unexpected ways."
GMR has prior experience creating memorable events for the NFL. GMR designed the NFL Pop-Up restaurant "Forty-Ate" at Super Bowl XLVIII in New York. Additionally, GMR's music division partnered with the NFL in 2011 to create the 'Official Gameday Music of the NFL', a five-track collection of original music developed in conjunction with recording artists, such as Sammy Hagar, Darius Rucker, Jordan Sparks, that is featured throughout various league and team communication channels.
At the same time, GMR has supported several sports teams in the design of branded destinations, fan engagement initiatives, and strategic consulting, including the Green Bay Packers and San Francisco 49ers.
GMR also handles CBS's relationship with the NFL, specifically CBS operations/partnerships surrounding the last five Super Bowls.