M&T Football Digital Advertising
Web and Social Ads for the Bills and Ravens.
Project Summary
Every year M&T Bank sponsors the Buffalo Bills and the Baltimore Ravens during their Football season. From billboards, to fan flags, to banner ads, to social media presence, Crowley helped M&T blow up these monumental campaigns.
Since starting at CW, I had the privilege of creating the digital ads for both the Bills and Ravens, for their regular season, and into the playoffs. Let's take a walk through the past two years of football!
Bills
Banner & Social Media Ads
Banner Ads 2022
Social Media Ads 2022
Banner Ads 2023
Social Media Ads 2023
I'll admit to one thing. These collections could be never ending.
Each year I made hundreds of ads in the span of a week or two. Each deadline swung around with roughly two or three days to complete them all to strict parameters.
I've collected a curation of the most convenient but I also feel as though it's important to showcase the sheer volume of ads along with the diversity of placements. What you're looking at above are multiple styles of the same sizes, for widespread use in each placement.
Many of these are best viewed at their created size, however I have displayed them here to the best of my ability.
Ravens
Banner & Social Media Ads
Banner Ads 2022
Social Media Ads 2022
Banner Ads 2023
Social Media Ads 2023
The style for both Bills and Ravens were driven by the colors of the teams paired with the M&T green. M&T was often adamant that the disclaimers be present and extremely readable, which became a challenge with some of the smaller sizes.
For the social media ads, I also faced the challenge of platform requirements. M&T often wanted text right on the image, however many social media platforms suggest or even require there to be little to no copy directly on the image. Because of these limitations, it led to additional versions of each style.
Playoffs
Bills and Ravens Playoff Revamp!
Bills Playoffs 2023/2024
Ravens Playoffs 2023/2024
In anticipation of the playoffs for the past two years, M&T has launched team flags that were available to the public. They were snatched up quickly by fans so two versions of the ads had to be made.
One was created to advertise the flags, or in the copy's case "banners," and another generic set was created for when the flags were gone, but the playoffs were still on the horizon.
Both Bills and Ravens received this treatment. The above are by no means all the ads of these kinds, we also made a number of mobile specific ads and additional placements.
Conclusion
Because these ads were similar from year to year there's little in the way of measurable process materials. Edits were made collaboratively and tweaked to best fit the shape and style based on the client's needs and our team's creative brand sense.
These ads were often a trial by fire, testing both my patience and my time management skills. However, every year we got them rolled out and ready for the football season, alongside countless other materials and promotions!
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