In the latest phase of its Good Leads The Way campaign, United Airlines, in collaboration with 72andSunny, tells the story of the brand’s partnership with the PGA Tour, which goes beyond sponsorship and removes one of the biggest barriers for golf programs at Historically Black College and University (HBCU): funding for air travel.
Told from the perspective of young players, the films amplify the powerful voices of these student athletes, using compelling imagery to build an appreciation of the shared respect and love for sports and athletes.
More importantly, this work serves as a call to action for Black golfers to be seen, heard and included in the story of golf moving forward. The campaign acknowledges that “For as long as there’s been golf, there have been barriers” and goes on to show HBCU golfers who are breaking down those barriers, with help from United.
A series of young golfers declare: “Golf is Black. Golf is mine. Golf is ours. Golf is for all of us.” We first see a young woman saying proudly: “It’s in the way I swing, the way I move.” She is followed by a young man who declares:“When I step on the course, it’s not with caution, but with pride. And with power.”
United will award HBCU golf teams more than $500,000 in grants, divided equally among 51 programs. Each team will receive $10,000 in travel credits, which will help an estimated 250 student-athletes and their coaches fly to tournament sites that might have been previously out of reach.
This professional campaign titled 'Golf is Ours' was published in United States in July, 2022. It was created for the brand: United Airlines, by ad agency: 72andSunny. This Film and Integrated media campaign is related to the Sports and Travel and Tourism industries and contains 1 media asset. It was submitted over 1 year ago.
Agency: 72andSunny LA
Director: Lauren Crew
DP with Post Production: Justin Lamar from Source Productions