The Big Draft — 2019
The NFL partnered with Big Brothers Big Sisters, America’s largest and oldest youth mentoring nonprofit, for their annual Big (aka mentors) recruitment campaign.
The Big Draft was dreamed up with the idea of BBBS kicking off their draft process at the same time as the NFL. From the big board to the actual live draft, recruiting Bigs was as much fun as the actual NFL draft. The announcement video for the Big Draft was designed to match this level of excitement with the following insight: Raising your hand to volunteer is incredibly good. Being drafted to be a Big is an even greater honor. Through punchy motion design, the type, imagery, and graphic elements were elevated to communicate the impact of Bigs and the urgent need for more mentors while being grounded in moments of humanity. The campaign teaser was extremely successful in being the Big Draft’s hypeman, garnering impressions on social media and being picked up by local news channels across multiple cities.