Troika of Los Angeles is introducing work under new roster client PGA Tour that pivots away a focus on players to a focus on golf's values, like sportsmanship and respect.
The “Live Under Par” tagline will also become the PGA Tour's first new theme and tagline since “These Guys Are Good,” the longest-running advertising campaign among major sports, which debuted in 1997.
The creative aims to reach beyond the core golf fan by showcasing action inside and outside of the ropes and serve as a call-to-action to "join the PGA Tour."
This concept is further embraced with the organization's new regulation relaxing cellphone and social-media guidelines. Now, fans can create and share personally captured content, hopefully using PGA Tour-affiliated hashtags.
The media buy is also shaped through a "fans-first lens" to reach new and diverse audiences. The Tour analyzed real-time fan consumption across all media platforms to further understand and enhance the areas where target segments are most engaged. In addition to social and digital channels, “Live Under Par” will include television, print, and radio, along with tournament activation and support of PGA Tour players.
Separately, Haymaker is introducing work under client Reef to leverage the beach lifestyle brand's ambassadors Mick Fanning, Rob Machado, Mason Ho and Victoria Vergara as they "Beach Freely."
In addition to showcasing these athletes, the film writes messages in the sands of iconic beaches in Hawaii, Fiji, Tasmania, Australia and California to entice viewers to “beach how you like.”
The campaign’s bright color palette and imperfect typography are inspired by examples of hand-painted beach signage.Here is a link.
The new campaign also supports and strengthens Reef’s social responsibility efforts and the brand's pledge to help preserve and restore beaches.