the AtLAntA fALCons
Jim Smith CMO
Roddy White Dir. of Event Mktg. & Client Services
the riChArds GroUP
Chris Fedorczak Brand Planning
Mike La Tour Brand Creative
Heidi Lee Brand Mgmt.
Doug Martin Principal
Bill Milkereit Brand Creative
Stan Richards Principal
David Rowe Brand Planning
Randyn Tenery Brand Media
Levi strAUss & Co. / doCkers
Jen Sey Sr. VP, Global Mktg.
Karen Riley-Grant Dir., Global Consumer Mktg.
Melina Baxter Sr. Mgr., Global Consumer Mktg.
drAftfCB / sAn frAnCisCo
Tom O'Keefe Exec. VP, Exec. Creative Dir. N. Amer.
Vicki Wagner Sr. VP, Group Acct. Dir.
Matthew Willcox Sr. VP, Dir. Comm. Planning
Julie Scelzo Sr. VP, Creative Dir.
Desmond LaVelle Sr. VP, Creative Dir.
Molly Lewis Acct. Super.
omd / Los AnGeLes
Group Dir., Strategy
The Atlanta Falcons were in a pretty tough spot. The team lacked
tradition and a winning history. Player scandals, allegiances to
other teams, and lousy economic conditions didn’t help. The Falcons needed a community uprising—and that’s what they got. An
authentic Southern soundtrack, Hollywood’s biggest star, and two
simple words set the tone. Now, local pride is at an all-time high,
and the team has a distinct new identity. As a result we exceeded
our season ticket sales goal by more than 200%.
doCkers' retUrn to mAnhood
Khaki pants, once a symbol of rugged masculinity and freedom
from suits and ties had become the default uniform of cube
dwelling middle-aged middle managers, which was a problem
for Dockers, the category leader. Our task was to give the brand
back its potency and reverse a long-term downturn. Our creative
solution, Wear The Pants, did this and more. By highlighting the
societal issue of the male decline, we touched a nerve with men
and society as a whole as to what being a man might mean.