Wilson Golf: Product Launch
Approach: Change the perception of what a set of irons can do for the amateur golfer's game. These ads were part of the international launch of Wilson's new irons. Simply stated, the new Wilson Staff Di7 irons are not like other clubs. A lower profile moves the center of gravity down for a higher ball flight. A wide sole moves the center back for greater stability and straighter ball flight. A wider tip shaft prevents twisting on off-center hits.
The creative team took the assignment seriously. "Let's go play a few rounds." It didn't take long for us to be convinced. These irons made things different.
The creative execution was unique. I had been working on a series of journals (see example) that were comprised of different type styles overlaying random photographs. Real punk rock aesthetic. This was beneficial as the Di7’s initial release was in London. The partial birth place of punk rock. We used this format and it worked. A revolutionary set of irons and a layout with attitude.
When the clubs were released they scored great numbers right out of the box. Overall rating 5 stars. Value rating 5 stars.