A huge number of golfers choose their golf ball because of the name on it. Maybe it's because their favorite pro plays it or it's just the brand they've played all their lives. TaylorMade was so confident about the performance attributes of the TP5 & TP5x (and had the stats to back it up) that they wanted to come up with a way to convey that logos mean nothing and the only reason you should be playing a ball is because it performs better than anything else.
To deliver this idea in a guerilla effort, we took golf balls and (in the same typefaces and design styles of Titleist, Callaway and Bridgestone) replaced their logos with "Doesn't Matter." A message on the back crystalizes the thought.
The balls are then dropped around public courses, golf and PGA shows and at PGA tournaments. Golfers and event goers spot them, think "Oh, a new, free ball, cool!," pick it up, message delivered.