Campaign Ad Council, in conjunction with TBWA and the USOC, has launched the evolution of the Kelly Award-winning “Don’t Be An Asterisk” campaign, entitled Play Asterisk Free. This next phase takes the asterisk, our scarlet letter of sports, and turns the anti-steroid messaging into a rallying cry. Continuing to build off the idea that if you take steroids you will be labeled a fake, a fraud an asterisk and all your accomplishments will be tainted. Initial support of the campaign includes in-school posters, branded premiums and prizes as well as web banners all driving high school teens to pledge to play asterisk free on Facebook. The last phase of the campaign includes an online viral video complimented by several “teaser” spots emphasizing the social consequences of taking steroids and forever being marked as an asterisk. Strategic Background Steroids have long been a problem with sports. Not only do they create an unfair competitive advantage – they can have serious detrimental effects to your body – which could ultimately lead to death. Education is paramount to steer athletes of all ages clear of the temptation. They are under tremendous pressure to keep up, excel and be awarded scholarships. Thing is teens often view themselves as indestructible. Any mention of health consequences can often fall upon deaf ears. But the principal motivator has and will always be preserving their reputation among peers. Being branded with an asterisk would change all that.
TBWA/Chiat/Day Managing Director: Matt Damron Executive Creative Director: Steve Pashkoff Creative Director: Jared Rubin Creative Director: Caren Josephs Junior Art Director: Chris D'Acunto Digital Strategist: Sergio Navarro Account Supervisor: Sean Sterner Head of Production: Robert Valdes Producer: Maarten Sundermann Ad Council V.P., Campaign Director: Anthony Signorelli Campaign Manager: Alanna Strauss Assistant Campaign Manager: Meredith Russo Unted States Olymic Committee Chief Marketing Officer: Lisa Baird Director, Public Relations: Mark Jones Manager, Technology/Media: Mallika Pereira Production Company: SKUNK EP/ Managing Director: Matt Factor Executive Producer: Shelly Townsend Director: Jim Hosking Director of Photography: Martin Tedin Producer: Merrie Wasson Post: Rock Paper Scissors Executive Producer: Eve Kornblum Editor: Carlos Arias Composit/VFX: A52 Post: The Mill Colorist: Sal Malfitano Conform: Gigi Ng Producer: Dee Allen Music/Sound design: HUMAN Mix/Sound Design: Sound Lounge Executive producer: Gloria Pitagorsky Mix/Sound designer: Juan Aceves