Keep Pounding
Carolina Panthers
The Brand
The Carolina Panthers are 1 of 32 professional football teams in the NFL. Prior to 2015, the Carolina Panthers didn’t have a mantra. So we developed a campaign that rallied fans around the phrase “Keep Pounding.” This was something Hall of Fame player and coach Sam Mills told the team in an emotional speech when he was battling cancer. He said he was going to Keep Pounding every single day – and they should too.
“Big Game” :90 Video
“One Goal” Video
“Rally” :30 TV
The Creative
We developed TV, social videos, posters and non-traditional ideas that united Panthers fans like never before. My art director partner, Jon Cain, and I were granted field-access passes to multiple games to direct our film crew in capturing the footage we needed. I wrote all the scripts for all the videos. We developed ideas such as having one side of the stadium chant “KEEP” and the other side chant “POUNDING.” Keep Pounding posters were all over the city, banners were displayed from construction cranes and our designs even made it onto apparel.
Posters
Nontraditional Outdoor
Ticket Brochure
The Results
The vision we had for “Keep Pounding” was realized even beyond what we imagined. It became the mantra for the team, it was stitched inside every jersey, fans did chant “KEEP” on one side of the stadium and “POUNDING” on the other. And during the historic 2015 season, Coach Rivera showed one of our videos to the team prior to a pivotal game against the rival Seattle Seahawks. They won that game, and we earned the game ball for developing the inspirational video. The campaign earned unprecedented engagement, and the Carolina Panthers made it to the Super Bowl.
