Dak’s “blank” cleats say more than meets the eye
Even an injury can’t sideline Dak’s efforts to promote early cancer screenings.
Once again, Launch Agency teamed up with Baylor Scott & White Health and Dallas Cowboys QB, Dak Prescott to promote early cancer screenings. The campaign launched during the Monday Night Football My Cause My Cleats game featuring the Dallas Cowboys vs. the Cincinnati Bengals.
This year’s first-of-its-kind cleat design by Jake Danklefs is centered around the idea of See the Unseen. A bold call to action that urges people to schedule a cancer screening even if they see no visible symptoms.
At first, Dak’s cleats appear to be plain, but the real design using UV paint is revealed under UV light, illustrating the idea that just because something isn’t visible doesn’t mean it isn’t there.
1 in 3 people who skip cancer screenings say it’s because they don’t see any signs.
“It was a wild process using paints that you can’t even see unless the lights are off and you have a UV light on them. But once the idea was out there, we knew it would be such great outcome if we could pull it off so we did whatever we could to make it happen. Only problem is, how are we going to top this year!?”
Jake Danklefs, Founder & Creative Artist, Dank & Co
Teaming up for a full-on social media blitz
The rollout of the campaign relied heavily on strategic social and PR efforts between Baylor Scott & White Health, the Dallas Cowboys, Dak’s Faith Fight Finish Foundation, Jake Danklefs, as well as local and national media partners. To further spread the message, we also sent specially designed boxes to sports and sneaker influencers that contained the cleats and a special UV flashlight to view them. All posts drove to BSWHealth.com/GetScreened.
“Over the last few years working with the Dallas Cowboys, Dak, his foundation Faith Fight Finish and the NFL My Cause My Cleats, we have promoted early cancer screening. This year, our campaign, “See the unseen,” reinforces the fact that most cancers cannot be detected with the naked eye. The only way to find it and fight it is through early cancer screenings. The more screenings we encourage, the more we all win.”
Ben Day, Director of Creative & Brand Management, Baylor Scott & White Health
CREDITS:
Client: Baylor Scott & White Health
Director: Nicholas Woytuk
Production Company: Stadium
Post Production: Charlie Uniform Tango
Editors: James Rayburn & Alyssa Udovitsch
Photographer: Brian Kelly
Producer: Rebecca Case
Music Composer: Damon Criswell
Music Company: Atomica Music
Principal/Creative Director: David Wilgus, Launch Agency
Principal/Creative Director: DianeSeimetz, Launch Agency
Group Creative Director/Copywriter: April Steinbach, Launch Agency
Creative Director/Art Director: Brian Dedering, Launch Agency
Senior Copywriter: Isaac Swedlow, Launch Agency
Account Director: Jason Giles, Launch Agency
Account Director: Cortney Fly, Launch Agency
Account Executive: Lucy Galloway, Launch Agency
Producer: Jaime Roderer, Launch Agency
Director of Creative & Brand Management: Ben Day, Baylor Scott & White Health
Creative Director/Brand Experience: Rebecca Reid, Baylor Scott & White Health
Sr. Art Director/Marketing & PR Consultant: Leigh Hunter, Baylor Scott & White Health
Director of Consumer Marketing/Brand Strategy & Planning: Kristn Owens, Baylor Scott & White Health
Brand Planning & Strategy: Robin Kraase, Baylor Scott & White Health
Marketing Producer Creative & Brand Management: Megan Doss, Baylor Scott & White Health
Public Relations – Marketing & Communications: Jennifer McDowell, Baylor Scott & White Health