Cannes Lions

Rally Cap

THE MARTIN AGENCY, Richmond / BUFFALO WILD WINGS / 2021

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

Buffalo Wild Wings wanted to reach out and connect with their core sports fan audience after one of the worst years for sports fans, when live sports were under constant threat of being cancelled and gathering together to watch live sports at the bar was unsafe. With a new year on the horizon, they knew the sports fan mindset was not going to wallow in the past, but get fired up about the future. And there were signs that the world was about to make a turn for the better, which was basically the equivalent of a stand up double in the bottom of the 9th. So naturally, it was time to make a rally!

Idea

As America’s sports bar, Buffalo Wild Wings knows that no matter who they pull for, fans are united by one emotion: Hope. That no matter how bad their team’s getting clobbered, there’s always a chance for a comeback. And nothing exemplifies this better than the baseball tradition of the Rally Cap, when players and fans flip their ball caps inside out to help spark an improbable come-from-behind victory. We wanted to capture that unwavering sports fan optimism for all of America to help it rally back from one of the worst years of all time. So obviously, we had to make the 2021 Rally Cap.

Execution

The Buffalo Wild Wings 2021 Rally Cap is a custom ball cap made to be worn inside out, featuring a bold, embroidered 2021 logo, motivational sports quote seams and custom branded bill sticker. The hats sold on www.2021rallycap.com for $20.21 with all proceeds going to rebuild inner city youth sports programs.

Outcome

The hats sold out in minutes during each of their four limited releases in the final days of 2020, with millions taking to social media, including pro athletes who had exceptionally bad years like Lou Williams, Elena Delle Donne and Trey Mancini, streetwear designer Jeff Staple and countless fans. Scalpers even managed to snag a few and resell them on eBay for 4 times the price. Earned media pickups resulted in 2.4 Million media impressions in various publications including Busted Coverage, BroBible, FoodSided, and FSR. 

Similar Campaigns

12 items

Buffalo Wild Wings: “They’re a wing place but them burgers are slept on”

ZENITH, New york

Buffalo Wild Wings: “They’re a wing place but them burgers are slept on”

2024, BUFFALO WILD WINGS

(opens in a new tab)