Cartwright showcased its agility and ingenuity with a series of Coca-Cola Zero Sugar ads during the NCAA March Madness tournament in a marketing move that had fans cheering both on and off the court.
As the tournament unfolded, Cartwright’s campaign evolved in real-time, staying on top of the action and ensuring its ads remained as relevant as the buzzer-beating shots.
The campaign, centered around the theme “Fan Work is Thirsty Work,” celebrated the fervor of NCAA basketball fans, capturing their energy and passion during the games. But what set Cartwright’s approach apart was its ability to adapt and refresh the creative content as the tournament progressed.
As the field narrowed down to the Final Four teams, Cartwright swiftly pivoted, replacing generic fan footage with scenes featuring the most topical teams. This dynamic approach meant that fans watching the ads saw their favorite teams represented, adding an extra layer of excitement and engagement. Watch below:
REELated:
Behind the scenes, Cartwright’s production team executed a meticulously planned strategy to capture authentic fan interactions for each team. From storyboarding to filming, every phase of the process was geared towards flexibility and speed. Iconoclast director Paul Geusebrok, known for his expertise in sports filming, utilized innovative techniques such as the gimbal-mounted camera to capture the essence of each team’s fandom.
The editing process was equally efficient, with Work Editorial editor Biff Butler working on set to scrub through and edit footage in real-time. This streamlined approach allowed Cartwright to refresh the ads quickly, ensuring they hit the airwaves just in time for the Women’s Final Four.
Cartwright’s agile advertising strategy paid off handsomely, allowing them to connect with viewers on a deeper level and capitalize on the excitement surrounding the NCAA tournament. By seamlessly integrating their brand message with the passion of college basketball fans, Cartwright demonstrated the power of staying one step ahead in the fast-paced world of advertising.
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