Professional services firm makes a big play at the big game
Meet The Grant Thornton MVPs
The Aim
With a global team of 68,000 in 145 markets worldwide, and levels of growth never seen before in the firm’s history, Grant Thornton is on a hell of a winning streak.
But they wanted to capitalise on this wave of success, particularly among the US C-suite.
So when they secured a sponsor role for the American Football College Classic at the Aviva Stadium, it was over to us to reinforce our position to the tens of thousands of American Football fans set to descend on Dublin’s Fair City. No pressure.
Project
Meet the MVPs
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The Game
A team is only as good as its roster, and Grant Thornton had drafted in some pretty big names. We wanted to hero these star players and their record breaking achievements.
So we created Grant Thornton MVPs, leaning into the American Sports vernacular (Most Valuable Players) in a way that sold our message and felt authentic to the cultural moment.
We called in our special team including a leading sports photographer with elite experience including names like Sky Sports, BBC Sport and Manchester United. The incredible photography grounded our concept in an epic sports world, and our copy and art direction paid tribute to the world of live sports TV with statistical performance bios for all our MVPs.
The Fame
Our final big play was the media. We followed the journey of our arriving fans step by step, engaging them with dynamic displays at the airport, DOOH on all routes to the stadium, match programme spreads and live in-game digital hoarding activations.
Oh, and we also threw in a 120-foot installation on the side of the Grant Thornton Building to greet them as they walked the banks of the River Liffey to the match.
With 40,000 American fans travelling across the pond, a world record for a single sporting event, we’re gonna chalk this one up to a win.
“We are so proud of our MVP campaign, which we created as part of our sponsorship of the US College Football Classic. Working with the talented team at Dynamo was an absolute joy, and our GT MVPs thoroughly enjoyed working with the brilliant Nick Eagle on photography. The campaign was designed to grab attention and push a few boundaries, and it certainly delivered on both fronts – a real testament to Dynamo’s creative genius“
Ruth O’Sea
Head of Marketing & Communications
Grant Thornton
