The real party the people had been waiting for…
2024 marked the 50th Anniversary of Hip Hop Music and it's influence on mainstream culture is undeniable. Everything from sneaker culture, film and television, technology, automotive... even food & beverage — it changed everything.
The House Watch Party
Progressive wanted an integrated campaign to run all season long that not only connected with core football fans, but also brought in new audiences. The challenge was to evolve the Replay campaign for season 2 with a new execution of the recognizable challenge flag moment. We brought back Kid N’ Play’s iconic kickstep, created a custom music track with Flyana Boss with social first thinking and homage to Hip Hop.
When icons do iconic things
To launch the work, we had Ashley Everett (Beyonce's former dance captain and choreographer) to kick off the announcement. We even casted a professional mascot to join in to launch a Tik Tok dance challenge.
