Outdoor > Use of Outdoor

DEAR PEYTON

TBWA\CHIAT\DAY , Los Angeles / GATORADE / 2016

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Unlike most pro athletes, Peyton Manning isn’t on social media. Instead, he writes letters. Actual letters. With a pen. He’s written thousands of them. Letters of thanks, love and support to all sorts of people throughout his career.

So as a farewell at the end of his 18-year career, we created the film “Dear Peyton” to make a sincere thank-you letter to the legendary quarterback, using his own words. Fans then used #DearPeyton to respond with thousands of their own heartfelt messages online.

We partnered with illustrators from ILOVEDUST to write the best online messages on a 30-ft, mural––in a way that’s true to Peyton: handwritten.

We left intentional white space in the mural, so at the 2016 NFL Draft, fans could write their own #DearPeyton letters. Fans online weren’t forgotten––response tweets to the mural were written in real time, making it a truly inclusive experience.

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