Created by Fox Sports Marketing, directed by Smuggler and edited by Arcade Edit this series of TV spots for NFL on FOX (shown “Troy and Joe”) pit Super Bowl ring-wearing players against players without rings. Based on a host of (perceived) tensions and jealousies, the guys have landed in the only place they can air their grievances, reveal their petty differences and work through their problems—on Dr. Phil. The root of the problem? Super Bowl ring envy. From Dr. Phil’s perspective, the Super Bowl ring-wearing guys are perfect angels in this equation and it’s the other guys who have to get over it and get with the program, and he tells them so with his trademark bravado.
For Shanghai’s first gastro-bar, Foreign Policy Design Group developed a simple identity system.