Where there is sport, there are trophies. They are the most glorious goal in sport. But in a cluttered world of sports advertising, we wanted MET-Rx to take stand against something that hasn't been said before: FUCK TROPHIES.
Why? Because trophies symbolize something you've already achieved. But for elite athletes, their ultimate goal is what comes after a win – their "next".
So we partnered with Leornard Fournette, a former LSU Running Back who was about to go into his next – the 2017 NFL Draft, to show that next is indeed Greater than Gold.
So, to show that next is indeed greater than gold, we destroyed some of Fournette's dusty old relics in eye-catching, spectacular slow-motion, in a video that broke on April 23 – the day of the 2017 NFL Draft:
In order to further prove where Fournette's priorities really were, we teamed up with innovation studio Deep Local for phase 2 of our idea.
For phase 2, we melted and transformed Fournette’s hard-earned trophies into something way more useful than a plastic figurine that just sits on a shelf and collects dust. We turned them into something that would allow aspiring athletes of an underprivileged school to reach a next level in their training:
So as Leonard prepared for his "next" in the NFL, these newly designed weights made from his hard-earned trophies can now help the next generation of athletes to pursue and prepare for their "next".
It was destruction, with a purpose. Here is how they turned out:
This was definitely one of my favorite projects.
I loved building the idea around a very interesting insight. Secondly, the part where we got to physically create and build something was very new to me and something I had never done before. The ability to see everything come together was very rewarding – and extremely fun.
AGENCY: Droga5, NYC
ROLE: Art Director and Designer