Allstate’s Good Hands field goal nets are synonymous with college football, and for every field goal made the company makes a donation to the school’s scholarship fund. With the delay in starting the season and having limited, if any, fans in the stands, Allstate wanted to connect with college football fans and give them an opportunity to connect with each other. Introducing the Allstate #GoodHandsChallenge: a simple, engaging paper football game, that let anyone participate. In a modern twist on the classic game, users folded a paper football, flicked it, then shared video of it to challenge friends on social media.
The campaign was kicked off by ESPN football analyst, Kirk Herbstreit, who challenged friends. Those friends challenged friends, who challenged other friends. Celebrities and creators added to the effort.
As a bonus, the most creative user-generated flicks were honored each week, getting a special play-by-play treatment, voiced by Kirk himself. For each video shared, we donated money to general college scholarship funds – just as we do with our real-world Good Hands® Field Goal Net Program.
For the program, we had a remote shoot w/ Kirk from his basement home studio to capture the various content needed with him. Each week we would find the best submissions and then create a weekly highlight video with commentary from Kirk. An instagram lens was created for a modern day take on playing flick football, where users could place a virtual field goal in the room they were in and attempt to flick a football thru the uprights in augmented reality.
Production: Allstate Studio
Studio Director: David Steck
Studio Producer: Steve LeBeau
DP: Brian Wingert
Edit: Jared Sirota
Graphics: Anj Puglise
Color: Fred Keller
Instagram Lens Development: The Mill
Influencer Kits Printer: Tukaiz
September 2020
Client: Allstate
Agency: Allstate Creative Team
Group Creative Director - Copy: Jon Morgan
Group Creative Director - Art: Vic Sanchez
Senior Art Director: Kayleigh O’Brien
Senior Copywriter: Jackson Ozark
Head of Production: Steve Ross