#FlipTheTurf
Pennington
Social Activation
Droga5
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One Show - Merit
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Webby Honoree
How did a small grass seed company own the social conversation during Super Bowl 2022? By shit-talking fake grass.
PRESS: Ad Age, Bleacher Report, NBC Sports, CBS Sports, Business Insider, Fansided, Heavy, The Athletic, The Japan Times, Daily Mail, Yard Barker, Reuters, Yahoo!Sports
CW: Alli Walker
CDs: Maria Lee & Hope Nardini
CW: Alli Walker
CDs: Maria Lee & Hope Nardini
ECD: Tara Lawall
For decades, the NFL has been pushing artifical turf fields.
But turns out, turf is worse for players, team owners, and the environment.
So, we created a petition on change.org to #FlipTheTurf with Pennington Grass Seed.
We then turned #FlipTheTurf into a hub for real turf data.
We got top NFL players and fans to speak about our cause, driving signatures into the tens of thousands.
Not too bad for a grass seed company no one has heard of (except maybe your dad)
And in case that was too much reading, here’s the case study.