Agency: Octagon / Milkmoney, London

Roles: Executive Producer

Project Type: Integrated Campaign

Case Study:

In 2017, Delta signed as top tier sponsor of the annual Masters Golf at Augusta. The brand is incredibly tightly protected as is the turf at Augusta, so we worked with the rights holders to come up with concepts that aligned with both their brand and the practicalities of shooting with them, before presenting to Delta. Eventually all parties signed off on the concept of ‘Keep Climbing’ to align with the pursuit of greatness that bonds Delta’s drive for the ultimate travel experience with the path of professional golfers at the World’s most coveted tournament.

It was an integrated campaign going out across the UK, Japan, Mexico and Korea. The TVC was the centrepiece of the campaign. It was mostly shot in Australia due to the weather window at that time of year, with a lot of Delta library content and CGI to bring it all together. The visuals were then rolled out across multiple channels including large format Digital Out Of Home. 

The TVC was in high circulation on Sky Sports in key markets for the 2 weeks around the Masters. It tested extremely well and was very highly regarded by Delta, securing us the 2019 TVC without pitch.