Sports

Sports

Challenge:

A customer in the insurance industry wanted to promote integrity in college football coaches and wanted to create an award that honored one coach each year based on the college football coach who embodied the criteria they set forth on and off the field. The end user had an idea of what the award should be about and how they were to promote it, but they needed an award that would symbolize the coach's integrity, responsibility and excellence. Team records, player statistics, and community involvement are just a few of the criteria reviewed during the selection process.

Solution:

The creative team to worked with the end user to develop an award that expressed the spirit of the winning coach. The new award stands over 22" tall and was custom designed to represent a tripod cauldron with a three-dimensional silver flame, the Liberty Mutual logo. The award includes three hand fabricated, satin silver tripods supporting highly polished bright silver panels. On the top is a centrifugally cast bright silver polished "flame", cast in three pieces to create open areas and a flickering appearance. The front panel was etched with the flame logo and "Liberty Mutual Coach of the Year".

Result:

The award has been featured prominently at the College Football Hall of Fame and at Rutgers University, where Greg Schiano, the first recipient of the award, is the head coach. The award is also featured on their website, www.coachoftheyear.com and plays a part in the television show that airs duing the college football seaon to help generate fan votes (which make up 20% of the overall vote tally).