American Golf
Major Season - The Masters
The Augusta National Invitational is arguably the most prestigious and memorable individual golfing tournament on the planet. From the famous Green Jacket to Magnolia Way and those bright and vibrant pink azaleas of Amen Corner, The Masters is a magical and iconic venue of world sport.
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This ‘Major Season’ campaign was the biggest and most ambitious I created at AG. The art direction for the campaign consisted of a monochrome background using licenced, approved imagery to build up the look and feel of the Masters whilst building a scrapbook layering concept giving a sense of history and heritage.
Developing the art direction for this campaign proved a challenge considering the strict licensing and copyright regulations involved. However, I tackled the task by curating a collage of historical imagery from The Masters, ultimately finding my unique angle. Using a licensed image from Adobe Stock as the hero image for the campaign, I strategically incorporated a colour palette reminiscent of The Masters, along with iconic trees and plants that often grace the tournament's backdrop. This approach successfully captured an aesthetic that resonates with the heritage of The Masters brand.
When it comes to crafting a successful campaign, flexibility is key. Understanding how to create assets that can adapt to various sizes is imperative. Digital and print artwork often present unique challenges, so my role involved finding solutions to make the artwork production process smoother for the team. Here, you can preview some of the elements I developed to address these challenges, with examples of how the campaign unfolded to follow.
Cobra PUMA Golf
- Paid Promotion
As one of Cobra PUMA Golf’s closest retail partners, American Golf was invited to Miami to interview marque player Rickie Fowler in the run-up to The Masters. Here, we captured an interview with the player and shot signature scripting pieces worn during the tournament.
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The captured content played an integral part in the campaign, giving it more depth than a typical campaign. World-class players giving their insights into products helped sell products and gave us unique content for fans and customers to engage with.
Phase 1 - Interview Segment
Leading up to the Masters, we utilized segments from Rickie's sit-down interview to engage our audience across social media platforms. In these captivating clips, Rickie provides valuable insights into his game, covering topics such as tournament preparation, his favorite moments during the Masters week, his strategic club choices around Augusta, and the significance behind his meticulously curated wardrobe. These snippets offer a unique glimpse into Rickie's world, building excitement and anticipation for the tournament.
Phase 2 - Product Promotion
Each year, "What's In The Bag" played a significant role in our commercial strategy for the campaign, as it allowed us to showcase what the players would be using in the upcoming season. In conjunction with the sit-down interview, we strategically highlighted the new Cobra range in a staggered manner, providing our audience with insights and links to purchase the featured products. This approach not only generated excitement but also served as a valuable opportunity to promote the latest offerings from Cobra, captivating golf enthusiasts and encouraging them to explore the new range.
Phase 3 - Clothing Promotion
A standout feature of the PUMA Golf scripting was the Union Camo Collection, which included the striking polo shirt options available in green and black. This collection showcased a distinctive camo pattern that drew inspiration from the outlines of the USA and Georgia State, creating a unique and personalized tribute to the Masters. The Union Camo Collection truly encapsulated the spirit of the tournament while offering golfers a stylish and memorable way to pay homage to this prestigious event.
The initial impact of the in-store theatre is critical when setting an immersive tone for a campaign. Upon arriving at the store, customers are met with Major Season dressing in significant areas, the first being our merchandising table. Potted Azalea flowers, a prominent symbol of The Masters, act as a signature piece of the in-store dressing during the campaign, giving the audience something different to view.
The campaign creative continues throughout the store across POS executions. Not all items fall under the campaign sales offers, but departments will still have relevance due to player endorsements across clubs, clothing, bags and balls. Gondola headers and shelf edge strips dress these areas without direct offers, whilst our digital screens highlight key sales offers within the promotion.
