CHARLES SCHWAB - CHARLES SCHWAB CHALLENGE
Charles Schwab has built a brand celebrating those who challenge the status quo. For their first year as a PGA Tour title sponsor, we helped them transform the tour's most historic tournament by creating a sports sponsorship unlike anything the golf world had seen. We leaned into the challenger brand heritage and rebranded everything, starting with a new name: The Charles Schwab Challenge. The creative included over 25 films, interactive on-site activations, golf’s first ever Throwback Thursday, and a one-of-a-kind prize: a custom 1973 Dodge Challenger built as a nod to the company's founding year. The tournament saw a 8% uptick in TV ratings, over 100MM digital impressions, countless broadcast mentions, and the car was the lead on Sportscenter.