Callaway was spending over $10 million a year on their celebrity endorsers but not really getting much out of it. To unlock the value of this investment, we suggested a collection of web films. The idea was to reveal what each golfer got out of winning besides obvious stuff like trophies and cash prizes. We wanted to find out what made them tick. With an eye towards efficiency, we also generated Callaway’s TV campaign and years-worth of content.
