Dec 1, 2023

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

Dec 3, 2022

Dak’s cleats for a cause

Every season, the NFL highlights players and the important causes they support through the My Cause My Cleats initiative. This year, Dallas Cowboys QB Dak Prescott teamed up with shoe designer Jake Danklefs of Dank & Co and Baylor Scott & White Health to shine a light on his Faith Fight Finish foundation and the early detection of cancer.

Working with directors Andy Mahr and Ashton Rodgers, we set out to capture the making of Dak’s cleats from start to finish. Shot in three parts, the film documents the initial zoom call, the design behind the cleats, and the emotional moment of Jake delivering the cleats to Dak. From the beginning, there was a special connection between Dak and shoe designer, Jake Danklefs, as both lost a parent to colon cancer. The final design beautifully represents Dak’s foundation and his mom’s love of Betty Boop to raise awareness about the importance of early detection.

Dak will wear his custom cleats during the NFL My Cause My Cleats game between the Dallas Cowboys vs Indianapolis Colts on December 4, 2022. The film was pushed out on all social channels prior to the game and drives to BSWHealth.com/GetScreened where viewers can learn about early detection and schedule a screening.

The American Cancer Society says the earlier you catch cancer the less time it has to grow or spread. This often means less-invasive cancer treatment and a better survival rate. As the official healthcare sponsor of the Dallas Cowboys, Baylor Scott & White Health aims to inspire Texans and their loved ones to get screened.

Winning Team: Baylor Scott & White Health, Dank & Co., Charlie Uniform Tango and Launch Agency

Andy Mahr and Ashton Rodgers filming at Jake’s Dank & Co. headquarters

CREDITS

Client: Baylor Scott & White Health

Directors: Andy Mahr & Ashton Rodgers, Charlie Uniform Tango

Production Company: Charlie Uniform Tango

Photographer: Andy Mahr

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: Diane Seimetz, Launch Agency

Creative Director/Art Director: Brian Dedering, Launch Agency

Creative Director/Copywriter: April Steinbach, Launch Agency

Associate Creative Director: Caleb Alba

Account Director: Jason Giles, Launch Agency

Assistant Account Executive: Lucy Galloway

Producer: Jaime Roderer, Dogtails Media Lab

Producer: Michael Wagner, Charlie Uniform Tango

Editor: Rodney Demeglio, Charlie Uniform Tango

Colorist: Joey Waldrip, Charlie Uniform Tango

Graphics: Gray Wilcox, Charlie Uniform Tango

Sound Design: Jake Kluge, Charlie Uniform Tango

Music: Atomica Music

Clients:

Ben Day, Director of Creative, Baylor Scott & White Health

Tyson Stuart, Brand Manager/Sports Sponsorships/Digital, Baylor Scott & White Health

Kristn Owens, Director of Consumer Marketing/Brand Strategy & Planning, Baylor Scott & White Health

Robin Kraase, Brand Planning + Strategy, Baylor Scott & White Health

Megan Doss, Marketing Producer Creative & Brand Management, Baylor Scott & White Health

Oct 7, 2019

Cancer Hates Us

Cancer sucks. We hear that all the time. Because it’s true. In 2019, 1.8 million people will be diagnosed with cancer. And as the world’s second leading cause of death, it’s not willing to give up its reign anytime soon. That’s why there’s an army of folks determined to destroy it. Especially, the team at Baylor Scott & White Health. So when they tasked us with creating an oncology campaign to air during the month of October, we knew we’d have a lot of competition. But we also knew we had an amazing and inspiring story to tell.

Since October is Breast Cancer Awareness Month, the airwaves become a crowded cacophony of hospitals and treatment centers all vying for the same target. Our goal was to create a campaign loud enough and bold enough to break through. Instead of shouting how much we hate cancer, we decided to let people know that cancer hates us. Why? Because Baylor Scott & White Health refuses to give up. Their award-winning team spends every second of every day coming up with innovative and groundbreaking ways to treat it and defeat it. Who better to tell this story than our own warriors at Baylor Scott & White Health? They are the faces behind the campaign inspiring others throughout their cancer journey.

Big thanks to our talented partners Randal Ford, Ben Hoffman and James Rayburn of Charlie Uniform Tango for helping us bring this campaign to life.

The campaign began running October 1, 2019 across North and Central Texas and features full-page print ads, television, online and social ads. Look for spots to air during Cowboy games as Baylor Scott & White Health and the Dallas Cowboys team up for cancer.

SOURCE: National Cancer Institute