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Russell Athletic's 'Dear Seniors' Campaign Shares Letters from Coaches to Players

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Barkley launches latest instalment of #SettleYourScore campaign with touching spots

Russell Athletic's 'Dear Seniors' Campaign Shares Letters from Coaches to Players

When do athletes need the idea of 'team' the most? It’s not after a win, a loss, or even a season. In the latest instalment of its #SettleYourScore campaign, Russell Athletic and its agency, Barkley, say the moment we need 'team' the most is the moment we stop playing. 

For thousands of seniors, both high school and collegiate, December marked the end of their careers. But the lessons learned, relationships forged, and character built will be a constant reminder as these seniors join other 'teams' in life – work, marriage, families, and communities. 

"Dear Seniors,' captures the important life moments from the perspective of an athlete’s most influential mentor, their coach. This is a defining point in these young players’ lives and will serve as a foundation for every future team they're a part of, whether it be work, family, community, or country," said Matt Murphy, VP of Marketing at Barkley.  

The “Dear Seniors” effort includes the sixty-second television spot airing in the Russell Athletic Bowl featuring a letter voiced by New Palestine, Indiana high school football coach Kyle Ralph; a response from one of his seniors; and a month-long social media campaign featuring real letters from high school coaches to their seniors..

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Post Production / VFX

Motion Graphics: Carson Catlin

Production Company

Producer: Anna Groth-Shive & Chris Bren

Production Company: Picture Farm


Edit Company: Barkley In House

Creative Agency

Art Director: Matt Slider

Creative Agency: Barkley

Designer: Jen Beck

Design Manager: Rachel Stelmach, Jordan Stephens

Executive Creative Director: Jason Elm

Executive Producer: Susan Neuman

Group Account Directors: Bryan Herrman

Group Strategy Director: Chris Cardetti

Producers: Sammy Greenberg

Senior Producer: Melany Esfeld

Strategist: Chris Mason

Print / OOH

Photographer: Robert Clark


Production Manager: Jasmine Henry

Genres: Dialogue

Categories: Clothing and Fashion, Sportswear

Barkley, Tue, 03 Jan 2017 11:51:59 GMT