Challenge: Even though Rain Bird’s technology and products can be found in some of the world’s best-known stadiums, their turf irrigation solutions are more commonly associated with golf courses, large commercial developments and residential landscapes. This meant their sports turf products weren’t always top-of-mind for specifiers and sports turf pros in need. Our challenge was to raise awareness for Rain Bird’s current and upcoming sports turf products in a way that would cut through the competition.
Solution: We knew we’d have to approach the challenge differently if we wanted to stand out, and that meant deviating from an expected product-first route. We started with industry research and interviews and discovered that even though these sports turf professionals considered themselves part of the team, to the general public, their hard work often got lost in a fandom more focused on the star athletes and coaches. To give these pros the visibility they truly deserved, we created a docu-style series called “Champions are Grown” paired with an integrated campaign highlighting the unsung heroes of the sporting world across social, digital and industry publications.
Beginning with two iconic stadiums, Maracanã Stadium in Rio De Janeiro, Brazil, and Melbourne Cricket Ground in Melbourne, Australia, we captured the sincere pride these pros take in every aspect of their work and the unique challenges through which they’ve overcome. The result? A living campaign that’s continuing to grow every day.
Brand Anthem Launch Video
Maracanã Stadium, Rio De Janeiro, Brazil
Site Vignette Video
Melbourne Cricket Ground, Melbourne, Australia
Site Vignette Video
Agency: Swanson Russell
Role: Creative Director
Role: Creative Director
