Kicking Caution to the Curb: The 2013 Philadelphia Eagles and 160over90
I guess you could call it a “cautious optimism.”
If you had to put a label on how people felt about the Philadelphia Eagles prior to the 2013 season, you could do worse than that one. Even with the installation of a new coaching staff, (complete with a new fast-paced system) and a roster full of talented young players, some Eagles fans were tentative about getting too excited before the season began. In addition to the usual passionate ferocity, there was uncertainty in the air. Almost as if some people were waiting for the other shoe to drop before the players even laced up their cleats.
Suddenly, “cautious” got slapped in the mouth on opening day against Washington.
“Cautious” took a shot to the gut in the Snow Game against Detroit.
And “cautious” got knocked down for the count in the regular season finale against Dallas.
Throughout the season, the other shoe never dropped. The bubble never burst. The wheels never fell off. The machine that is the 2013 Philadelphia Eagles remains in motion, powering forward into the NFL playoffs.
And we at 160over90 have been honored to ride alongside them throughout this awesome year.
We kicked off the season with the Brotherly Love television commercial, which struck a chord in Eagles Nation and quickly went viral, setting the tone for a season that would be anything but ordinary.
We also created a microsite at flyeaglesfly.com to house the video, and to encourage viewers to share the piece, further spreading the excitement throughout Eagles Nation. The spot generated hundreds of thousands of views in a matter of days, and became a social media phenomenon.
During the season, prior to rivalry games, we created brief “hype pieces” to live on the Eagles Facebook page and pump up the fanbase.
Here was our love letter to Eli Manning before a game against the hated Giants:
And here was one prior to the regular season finale against the even more hated Cowboys:
We capped off big victories with similar videos, celebrating each Eagles triumph. Turnaround for these videos was extremely fast, as to truly capture fan excitement we needed to have these videos alive and online within hours after a win. It involved a lot of late nights and hard work, but always paid off. Fan engagement was at an all-time high after the Snow Bowl game, when our “Winning in a Winter Wonder Linc” piece generated over 2.5 million interactions overnight. To put that number in perspective, I get really excited when I post a joke to Facebook and it tops twenty “likes.”
Finally, to effectively “bookend” the 2013 campaign, we again tapped John Doman, voice of the original Brotherly Love spot, and developed the idea for a second anthem piece should the Eagles make the playoffs. While the new spot would share many of the family themes originally put forth in the September commercial, here we would introduce a new idea: that of crashing the party. As the writer for these John Doman-narrated videos, I was tentative going into it. While I was excited about the opportunity to create something potentially great, I was uncertain as to whether I could top the first Brotherly Love spot.
Maybe that was just my own cautious optimism.
It should also be noted that we wrote, recorded, and cut the video before an Eagles playoff berth was even guaranteed. They still had to defeat Dallas, in Dallas, for all of our hard work to pay off. When Boykin made the interception to end the Cowboys rally at the end of the game, we had a little more to celebrate than the fans. The video went live shortly after. And though I may be a little biased, I think it came out awesome. I’ve even seen people on Twitter state that they think it’s better than the original Brotherly Love spot, and I can’t imagine a greater compliment than that, for myself and everyone involved in making the piece.
See it for yourself here:
This year has been an incredible ride, and not just on the field. In August we helped the team kick off the season with Brotherly Love. We prepared for their opponents alongside them through our hype pieces, we celebrated their victories with them with our post game videos, and now on the verge of the playoffs, we created another anthem that truly encapsulates what it means to be from Philadelphia, and a fan of this great team.
And whether or not we celebrate the end of this NFL campaign with a parade down Broad Street, when the 2014 season comes calling, Eagles fans have the right to be a lot less cautious, and a lot more optimistic.
Cheers to a great regular season, here’s to a great postseason, and thanks to everyone involved.
- Chief Executive Officer: Shannon Slusher
Chief Creative Officer: Darryl Cilli
Executive Creative Director: Jim Walls
Director of Client Services: John Campanella
Creative Director: Brendan Quinn
Digital Creative Director: Konstantinos Psimaris
Associate Creative Director: Travis Ludwig
Senior Copywriter: Elliot LeBoeuf
Copywriters: Kris Blake
Lead Motion Designer: Chris Lee
Lead Video Editor: Max Paolucci
Video Editor: Elizabeth Kalbach
Executive Producer: Tom Ammon
Producer: Nick Pitcavage
Designers: Mike Smith, Chad Miller, Nick O’Brien
Project Manager: Jamie MacNamara
Account Director: Lindsay White
Account Executive: Heather Walkowski
Web Developer: Cameron Baney
Web Build: Tim Beitz, Mike Medoro