A STORY BIG ENOUGH TO FILL DAK’S SHOES
Dak’s been setting records with his arm. But last night, all eyes were on his feet.
As part of the annual NFL My Cause My Cleats initiative, Dak teamed up with sneaker designer Jake Danklefs of Dank & Co and Baylor Scott & White Health to raise awareness for early cancer detection and encourage people to get screened.
His cleats were inspired by the heartwarming story of a young woman, Sydney Benton, who narrowly avoided colorectal cancer thanks to an early screening. Sydney’s story struck a chord with Dak because of his own mother’s passing in 2013 to colon cancer, and he wanted to help tell her story to inspire other people to follow her lead.
So, we invited Sydney for an interview to talk about her experience with early detection. However, she had no idea that her favorite NFL player was waiting eagerly to meet her, or that he would be featuring her story on his cleats during primetime Thursday night football. The surprise reveal was an incredibly moving moment, which directors Andy Mahr and Ashton Rodgers captured beautifully.
Watch the story
What’s really remarkable about this initiative is seeing how much power a single story can have. Sydney has already started inspiring others to get screened, such as her mom and her older sister. And with the help of Dak and the Dallas Cowboys amplifying her voice, her story has the potential to impact many, many more.
Client: Baylor Scott & White Health
Director: Andy Mahr & Ashton Rodgers
Post Production: Charlie Uniform Tango
Photographer: Andy Mahr, Mahr Images
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
Associate Creative Director: Caleb Alba, Launch Agency
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: Ben Day, Baylor Scott & White Health
Brand Manager/Sports Sponsorships/Digital: Tyson Stuart, 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
Senior PR Marketing Consultant: Eric Keese, Baylor Scott & White Health