Pennington is a sustainable grass-seed brand up against some serious green giants in the lawn and garden category.
Without the deep pockets to play their media game, we set our sights on a different game—the Super Bowl. Starting a grassroots movement to #FlipTheTurf on the biggest media day off the year.
Minus the media part. Because we didn’t have the budget for that.
Turns out, artificial turf is certifiably bad. For the players, and the planet. So we took Pennington’s ‘lawn smarter’ attitude to the NFL’s turf, and challenged them to make the switch to real grass. Starting with a simple petition, and a data-packed video.
We took the facts to Twitter, turning our hashtag into a hub for sharable data. So when turf took down OBJ during the Super Bowl, pissed off fans flocked to #FlipTheTurf to make their voices heard.
We responded in real-time, talking shit on artificial turf alongside fans. Leading NFL players, sports personalities, and environmental groups to sub-tweet the NFL on our behalf.
#FlipTheTurf dominated the social conversation of the Super Bowl, became the fastest growing petition of 2022, and made me care about sports for a day—all without a second of air time.
Ad Age, Bleacher Report, NBC Sports, CBS Sports, Business Insider, Fansided, Heavy, The Athletic, The Japan Times, Daily Mail, Yard Barker, Reuters, Yahoo!Sports
ONE SHOW Finalist x1, Shortlist x3
WEBBY Honoree
AD: Luke Johnson
CDs: Maria Lee & Hope Nardini
ECD: Tara Lawall