PROFESSIONAL BULL RIDING: BE COWBOY

Being a cowboy isn’t about putting on a hat or wearing a pair of boots. It’s not about the music you listen to, the way you talk, or the way you look. It’s a way of life, a code of ethics, a commitment to doing things the right way every single time. It’s not something you dress like. It’s something you are.

When the Professional Bull Riding tour approached us to help share their story with the world, we realized that there are millions of cowboys around the country — most of whom don’t even consider themselves cowboys. Some wear ten-gallon hats, others wear beanies and snapbacks. Some ride horses, others ride fixies, rideshares, and the Subway. The details might be different, but the spirit is the same.

We created an aspirational campaign called “Be Cowboy,” which debuted during the Super Bowl pregame show. The campaign brings together a diverse group of everyday people—firefighters, teachers, mixed martial artists— and highlights the universal values that bring them together. Then, we made a long version that ran in select markets and at the beginning of each event. We also created a bunch of outdoor boards and activations at the event.

You can read more about it on AdWeek.