TeamWorks Media takes its seven-year-old partnership with the Big Ten Conference to a new level, with a massive PSA series bowing during the opening games of the NCAA football games over the Labor Day weekend.
The PSAs air under the banner “Big Life. Big Stage. Big Ten.” ? airing for the next year on ABC, ESPN and the Big Ten Network.
The “Big Life” spots move beyond the Talib Kweli-fronted “Big Stage” spots TeamWorks made for the Big Ten in past years. They highlight alumni both within sports, like Jesse Owens and Magic Johnson, and in other arenas, like Neil Armstrong, Ang Lee and Gerald Ford.
“We wanted to showcase the overall brand attributes of the Big Ten, not just related to one sport,” said TeamWorks VP Mike Sears, who oversaw the campaign.
“It shows that when you go to a Big Ten school you have a chance to do big things in your life.”
Another PSA set features current Big Ten football players speaking of alumni they admire from their respective schools. The third set includes kids across the country citing Big Ten heroes they want to emulate.
Over five weeks in July and August, two sets of TeamWorks directors and freelance crews traveled to each of the Big Ten school and to remote locations, to accentuate the geographic diversity of Big Ten fans.
TeamWorks posted the spots in-house on four Avid Nitrous suites linked by their new Avid Unity MediaNetwork. Protokulture created motion graphics for the campaign.
Eight-year-old TeamWorks has a staff of 26, including employees of online media subsidiary Nology Interactive.
