Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Everybody loves a winner, but it’s not the winners who really need skillful advertising.

So when Hanna & Associates in Spokane, Wash., got to work on a campaign for the Washington State University football team, the Cougars’ woeful 3-8 record last year was something to consider.

The shop’s creative director, John Baechler, cobbled together three emotional spots built around the simple theme “Cougar pride.” One has a lone team member trotting up and down the stairs in an empty stadium.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in