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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Pennington and Droga5 Rally NFL Fans to Speak Out against Artificial Turf with #Fliptheturf

15/02/2022
Advertising Agency
New York, USA
207
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Campaign encourages football fans to sign a Change.org petition to replace the turf at the 16 remaining football fields with natural grass

Did you know that out of 32 professional football fields, 16 teams are still playing on artificial turf, despite the increased chance of injury and the environmental impact?  

With all eyes on football on Sunday, Pennington, a pioneer in the grass industry with a focus on sustainability, launched a campaign to #FlipTheTurf, teaming up with NFL players like San Francisco 49er George Kittle, to encourage football fans to sign a Change.org petition to replace the turf at the 16 remaining football fields with natural grass. And if teams are willing to make the change? Pennington will bring the grass, no questions asked.  

So, Pennington and Droga5 launched the campaign via surround sound social buzz from owned channels and influential NFL partners. On Sunday, the brand leaned into game time moments to generate conversation about the switch to grass and garner support for the petition.

By the end of the game, there were articles calling out our petition and the players speaking up.

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