To introduce Gillette's new ProShield razor, we celebrated the most unheralded players on the field-- the offensive linemen who "shield" their QBs. It included...
1. Getting NFL offensive lineman to show their #ShieldMove online, including one that went viral (6.6m views)
2. Live-tweeting games throughout the season, where I would highlight the O-line's role in big plays and cultural moments
3. Reaching out to real O-line coaches and former players to show off their own #ShieldMove on social...and then surprising them all with a trip to the Super Bowl!
Starring John Urschel (Baltimore Ravens), Rodger Saffold III (Los Angeles Rams), Trent Williams (Washington), and real HS/college O-line guys
With add'l content from Matt Ryan (Atlanta Falcons) and Joe Staley (San Francisco 49ers)
#SHIELDMOVES
SUPER BOWL RESPONSES
