MILK-BONE ATHLETE LOUNGE

 

PROJECT DESCRIPTION: Milk-Bone, a brand of The J.M. Smucker Company, had presenting rights for the Milk-Bone Athlete Lounge at the 2018 Prudential U.S. Figure Skating Championships. Located backstage during competition, the lounge is a key broadcast position during NBC's coverage of the event, serving as the backdrop for post-competition interviews and live look-ins as skaters and coaches relax before and/or after a performance while watching their competitors. The area included a lounge for athletes and an area where they could play with adoptable puppies from local shelters.

 

CHALLENGES: We had four days to design and deliver files to the vendors before the start of competition. Not only did we need to create a comfortable environment for our skaters but we had to follow Milk-Bone's brand guidelines to insure quick approval.

 

OUTCOME: This was an extremely popular activation for athletes and received national media attention from outlets such as NBC, Buzzfeed and USA Today.