Las Vegas x Super Bowl LVIII

D&AD | Wood Pencil

Excessive Celebration Encouraged

Las Vegas, a city purpose-built for Excessive Celebration, is hosting the Super Bowl. Unfortunately, the NFL continues to fine and penalize players for just that. We believe, in Vegas, everyone should be able to celebrate freely. Introducing Excessive Celebration Encouraged. More to come on the way to Super Bowl LVIII

The Music Video

We launched the campaign with a music video featuring NFL’s most legendary celebrator and a Grammy-nominated artist showcasing what Las Vegas is all about. This is Excessive Celebration by Tobe Nwigwe ft. Ochocinco

The Case Study

The Track

Tobe Nwigwe added the song to his personal music library, making it available on all streaming platforms including Spotify and Apple Music. So far, the song has over a million organic streams. If you’re reading this close, take a listen to the original version that Tobe and I wrote, before the NFL got involved.

The Petition

We supported the movement with a petition signed by Joe Lombardo, the Governor of Nevada. The document called for Excessive Celebration to be allowed at Super Bowl LVIII. Change.org/Celebration

The Late Night Show

Las Vegas native and Late Night host Jimmy Kimmel helped get the word out about our petition, and let the world know his stance on celebration.

Directors: Elliott Power, Daniel Wolfe (Second Unit)