THE PROBLEM

R&S HAD A HUGE MOMENT TO WIN ON THE BIG SCREEN, BUT NO PRODUCTION OR CREATIVE TO FILL THE STADIUM 

THE IDEA

BUILD A CAMPAIGN THAT’S CENTERED AROUND THE EXPERIENCE OF BEING A TENNESSEE FAN

BUILD OUT WHAT AN AUTHENTIC TAILGATE AND NIGHT WITH COMMUNITY WOULD LOOK LIKE. 

AND WHAT DO COLLEGE FOOTBALL FANS DO BETTER THAN TAILGATING? 

DRINKING AT A TAILGATE.

THE EXECUTION

WE CREATED A FILM BUILT AROUND COMMUNITY

WE ASKED OUR CLOSE FRIENDS, FAMILY, R&S EMPLOYEES, ETC TO FILL IN THIS SPACE, WHILE WE SCRIPTED A FEW EXCITABLE MOMENTS, WE WANTED TO EMPHASIZE WHAT RATTLE AND SNAP IS REALLY ABOUT. 

CONNECTION, AUTHENTICITY, AND COMMUNITY – VALUES THAT RESONATE WITH THE TENNESSEANS IN THE FOOTBALL STANDS

THE OUTCOME

RATTLE AND SNAP SHOWED UP PROUDLY ON THE JUMBOTRON AT NEYLAND STADIUM THE FIRST WEEKEND OF THE SEASON. 

THE SPONSORSHIP FELT OFFICIAL 

THE BRAND FELT BIGGER

THE MESSAGING LANDED, DESPITE THE LACK OF AUDIO