Dr Pepper

Art Direction

CHALLENGE
To bridge the disconnect between Gen Z’s unconventional sports affinities and the longstanding legacy of college football.

INSIGHT

Resistant to being boxed in by traditional football culture, Gen Z seeks to create their own culture where they feel seen, heard, and respected for who they truly are.

GET Gen Z

TO care about college football

BY modernizing antiquated college football traditions to encourage Gen Z to own them in their own unique way.

Re-Fresh Fits

Fandem Jersey

Fan On The Street

Account Management – Alex Riancho
Graphic Designer – Aimee Toyama
Copywriter – Dana Poss
Art Director – Irena Yin
Production – Nick Parr
Media – Olivia Cote
Strategy – Yukta Kulkarni