Viewpoint Creative Launches Versus College FootballLooking to capture the raw essence of college football in its most pure form, Versus turned to Viewpoint Creative, the advertising agency specializing in entertainment and lifestyle brands, to create a launch campaign for its college football coverage that would resonate with passionate fans.
Viewpoint responded with a multi-platform campaign that includes logo design, teasers, launch spots, a graphic toolbox to be used throughout the season, print ads, online, radio and in-stadium promotional stunts.
"Versus' college football coverage is about the purity of the game and the team effort required to win," said Michael Middeleer, Viewpoint's Executive Creative Director.
"It's not about the cheerleaders, foam fingers and ego maniacs.
It's about going back to campus two months early to attend double session practices and spending hours in the weight room.
We wanted to capture that commitment in the campaign."
The centerpiece of the campaign is the :30 image spot, which focuses on the point of collision during a game - that explosion where two opposing players meet.
Shot in evocative, silhouetted lighting, utilizing a photosonic film camera we see a player running with the ball and colliding with a defensive player.
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