PROJECT IV: BRAND REPOSITION
Challenge: Launch the exclusive handling of licencing rights for Muhammad Ali by Greenlight.
Solution: Change the way clients think about Muhammad Ali’s most iconic moments with the campaign “It was never about boxing.” In Ali’s own words, he turns everything most people know first about him, broadening his own scope of influence and relevance. We launched with a physical mailer to prospective clients to drum up awareness, used a giveaway to capture client interest, and levered a powerful video spot, all to show the power of using Ali’s likeness, audio, and quotes.
