BEST OF AMIN AWARD-WINNER: NEW ORLEANS PELICANS “WON’T BOW DOWN” CAMPAIGN BY PETERMAYER
PETERMAYER was asked to rebrand the Pelican’s NBA franchise – beleaguered by having star players who move on and a lack of fan loyalty. Management wanted to create the same grassroots connection to the Pels that people feel for the New Orleans Saints.
PETERMAYER studied the roots of sports fanship and broke down the anatomy of creating a sports cult brand from the populace out. The result was the use of an old Mardi Gras Indian phrase “Won’t Bow Down” and the creation of swagger that comes from New Orleans never-say-die attitude that is emblematic of the city itself.
The team was able to pull its tickets out of the hands of scalpers and become in-demand by a more rabid fan base. WBD became a symbol of NOLA defiance and part of the vernacular, sneaking into everyday language like “Who Dat” has for the Saints.