Leonard Fournette Made Something Amazing Out of His Old Trophy
Campaign for MET-Rx Transforms a Prize Into Something More Useful
By Alexandra Jardine. Published on Aug 01, 2017
Editor's Pick
MET-Rx, the nutritional supplement brand, persuaded NFL star player Leonard Fournette to melt down one of his many trophies in its latest campaign -- all for a good cause.
Agency Droga5 collected Fournette old award and worked with Deeplocal to melt it down, along with 700 others, transforming the materials into a set of free weights and kettlebells. Fournette then delivered these training tools to Raines High School in his new home of Jacksonville, Florida (he signed a four-year contract with the Jacksonville Jaguars in May).
The idea is to emphasize that elite athletes don't care so much about the trophies, medals and accolades as about their next challenge -- which ties in with MET-Rx's brand positioning that highlights pushing on to the "next level" of training.
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Credits
- Date
- Aug 01, 2017
- Agency:
- Droga5 New York
- Chairperson:
- David Droga
- Client:
- MET-Rx
- Chief Creative Officer:
- Ted Royer
- Group Creative Director:
- Tim Gordon
- Creative Director:
- Ryan Raab
- Copywriter:
- Yahkeema Moffitt
- Copywriter:
- Nick Larson
- Art Director:
- Felipe Mollica
- Junior Copywriter:
- Mitchell Quesada
- Junior Art Director:
- Fatima Jafri
- Chief Creative Officer:
- Sally-Ann Dale
- Co-Director of Film Production:
- Jesse Brihn
- Co-Director of Film Production:
- Bryan Litman
- Executive Producer:
- Tricia Lentini Himot
- Film Associate Producer:
- Zeshawn Ali
- Film Producer:
- Perry Kornblum
- Music Supervisor:
- Ryan Barkan
- Music Supervisor:
- Mike Ladman
- Business Affairs Manager:
- Bryan Cosgrove
- Business Affairs Manager:
- Keith Marman
- Director of Interactive Production:
- Niklas Lindstrom
- Executive Producer, Interactive:
- Shayan Amir-Hosseini
- Producer, Interactive:
- Nicole Bazzinotti
- Director of Art Production:
- Cliff Lewis
- Director of Print Services:
- Rob Lugo
- Senior Print Producer:
- Alyssa Doman
- Senior Retoucher:
- Peter Gibson
- Global Chief Strategy Officer:
- Jonny Bauer
- Global Strategy Director:
- Jonathan Gadd
- Co-Head of Strategy:
- Colm Murphy
- Strategy Director:
- Anthony Mariello
- Strategist:
- PJ Mongell
- Communications Strategist Director:
- Justin Schneider
- Communications Strategist:
- Eric Chow
- Senior Data Strategist:
- Abiiola Adeniyi
- Group Account Director:
- Kelsey Robertson
- Account Director:
- Alex Budenberg
- Account Supervisor:
- Sara Fletcher
- Associate Account Manager:
- Sean Tanner
- Project Manager:
- Caroline Kosse
- Chief Marketing Officer:
- Derek Bowen
- General Manager:
- Derek Bowen
- VP of Marketing:
- John Frame
- Brand Manager:
- Steve Scott
- Associate Brand Manager:
- Briana Shelby
- Production Company:
- Farm League
- Director:
- Britton Caillouette
- Director of Photography:
- Max Goldman
- Executive Producer:
- Tim Lynch
- Producer:
- Karen Wolfe
- Production Company:
- Deeplocal
- Weight Set Fabrication:
- Deeplocal
- Editorial:
- Whitehouse
- Editor:
- Adam Marshall
- Assistant Editor:
- Tim Quackenbush
- Executive Producer:
- Caitlin Grady
- Producer:
- Nick Crane
- Post Production:
- Carbon VFX
- Executive Producer:
- Paul O'Beirne
- Music:
- Human
- Additional Music:
- Marmoset
- Sound Director:
- Heard City
- Mixer:
- Cory Melious
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