In Mid-2012, Campbell Ewald launched its first work for Carolinas HealthCare System. Promoting their health and wellness programs and leveraging a sponsorship deal they have with Carolina Panthers quarterback Cam Newton.“Take the Ball” features Cam and encourages individuals to take command of their health through fitness, weight management and nutrition, stress management and health screenings.
The work featured two TV spots, “Take the Ball” and “Celebrate”, the latter one showing folks who have just made healthy lifestyle choices mimicking Cam Newton’s signature touchdown move. Other campaign elements include radio narrated by Mick Mixon (announcer for the Carolina Panthers), print, online videos, OOH, online advertising, and TakeTheBall.org website design.
My role in this project was Art and Digital Art Director. It was my first time working NFL quarterback Cam Newton, who was a natural when it came to doing the photo shoot. It was great teamwork from everyone for an extremely tight deadline.
Other Creative Contributors: Michael Stelmaszek, Iain Lanivich