ESPN - Monday Night Football

Monday is universally recognized as the crappiest day of the week. Fortunately for us all, 16 weeks a year, the drudgery of Monday is offset with the joy of Monday Night Football. MNF means kicking back with friends, watching great football and recapturing a little of the vibe of your weekend. It's the one big, glorious reward fans have to make Mondays worth it. “Is it Monday yet?”


"Alarm Clock"
Role: Creative Director
Art Director: Stuart Jennings
Copywriter: Eric Steele
Director: Craig Gillespie


"This Guy"
Role: Creative Director
Art Director: Stuart Jennings
Copywriter: Eric Steele
Director: Matt Aselton


Real Turf Billboards

Wild postings and bus shelters featured headlines stenciled on synthetic turf that pedestrians could literally touch and feel. The first week the OOH went up in NY, LA and Chicago, nearly 75% of the postings were stolen. We found photos on various social channels of the OOH hanging in sports bars and apartments with comments of people asking where they could find their own to steal. We replaced the stolen ones, which of course were stolen again…and again…and again.


Role: Creative Director
Art Director: Stuart Jennings
Copywriter: Eric Steele


Grow your own turf

While you wait for next week's Monday Night Football, watch the grass grow. We created inserts with sponges, grass seed and paper cut-out ref, goal posts and football.


Role: Creative Director
Art Director: Stuart Jennings
Copywriter: Eric Steele


MNF Interactive Storefront

An interactive storefront game was developed that invited pedestrians to let off some Monday steam with a virtual game of catch. Storefronts in New York, Chicago and Boston were branded with turf signage and outfitted with interactive touch screens utilizing gesture-recognition technology, so passersby could stand in front of the window and try to catch footballs “thrown” at them by a virtual quarterback. To encourage gameplay, yardage markers on the window tracked people walking along the sidewalk with real-time call-outs hinting at their coordination and reflexes, and users could compete for the top slot on the leaderboard. QBs could be selected from Monday night match-ups and then appeared in a 3-D stadium where they began firing off increasingly difficult passes. Audio commentary by ESPN talent narrated the user's performance until they missed a catch, which then “shattered” the window and ended the game. An RSS feed provided the game with live tune-in information.


Role: Creative Director
Art Director: Stuart Jennings
Copywriter: Eric Steele