Kim Nguyen saves a young suitor from a beat-down in the artful and relatable :45 “Boyfriend” for the ‘47 NFL FRANCHISE hat out of the Fantastical, Boston, MA. The spot is part of an integrated digital and social media campaign that includes alternate endings, an in store Lids campaign that includes a mobile component, digital banners, pre roll as well as a social media scavenger hunt that includes a chance to win a trip to the Pro Bowl in Hawaii.
Says Nguyen, “We wanted to capture an authentic pocket of youth culture in anywhere USA. Something that feels like we’re dropping in on your party last Saturday night. And I loved that the Fantastical appreciated a subtle, nuanced approach in everything from performance to wardrobe. They knew casting a Stifler-like character for the antagonist wouldn’t play, for example. It was a fun collaboration.” Adds the Fantastical’s Managing Partner/Chief Creative Officer Michael Ancevic, “Creating a scene in which the hat becomes valuable capital was the goal and that only really works if the scenario seems plausible. Kim has her finger on the pulse of youth culture and was able to deliver that in a really authentic way which was critical to this brand and the campaign’s success.”
“Boyfriend” opens on the young man courting a girl at a raucous outdoor party: skateboards, BMX bikes, and smartphone video sharing galore. This is a place to gather away from parental supervision. The couple seems to be getting along swimmingly until a much larger fellow, also wearing a ‘47 Brand NFL hat, steps up behind our Romeo. We could hear a pin drop. A fight seems imminent until the larger boy sees his competition’s ‘47 NFL FRANCHISE hat. “Nice hat,” he says and proceeds to walk away from the scene with his girlfriend, leaving the young man alone. We close on a series of ‘47 Brand hats and the ‘47 Brand logo.
The spot is Backyard’s second collaboration with the Fantastical, having produced TripAdvisor’s first international campaign last May.