BROADCAST
Campaign Launch - The mark of a Player
When you head out for a round, you’ll usually encounter two types of people. There are golfers who are out for a day with friends, enjoying the outdoors, not really too concerned with how they shoot. Then, there are the Players. When you’re a Player, golf consumes you and is engrained in your life. You do things that anyone else who isn’t a Player can’t understand or would find ridiculous. For this campaign we use common experiences that only Players can understand and relate to. Situations that if you’re a Player you’ll no doubt say to yourself “Yeah, I do that” and know that Foot Joy is a company that gets you and your passion for your game. By holding up a mirror and showing these experiences that resonate only with Players, we’ll cement our position as the equipment company for those who are truly serious about their game.
Launch Print
Copy: In the battle against the elements, you need the right armor. The FJ Protect Waterproof System provides maximum protection in the toughest golf conditions, easily beads water and sheds it from the shell. Because when you’re a player, the worse the weather, the emptier the course.
Copy: Putting in some extra work to improve your game? FJ’s exclusive ProDry material wicks away moisture and has an antimicrobial finish that eliminates order. Because when you’re a player, the only evidence of you sweating is in the details.
Copy: No matter if conditions are wet or dry, our Taction 2 Advanced Performance leather is engineered to provide moisture resistance and retain softness longer, resulting in optimum feel, grip and flexibility. When you’re a player, the softest part of your game is your glove.
Print/POP - all weather gear
Print/POP - FTF Technology
Copy: Introducing FJ’s new FTF Technology. FTF actually stands for Fine Tuned Foam, and it’s the most advanced cushioning system ever created to help you perform better.
