During an NFL season when the league delivered record-high excessive celebration penalties, Las Vegas stood up in the name of fun. As a city built for celebration and host to Super Bowl LVIII, Vegas confronted the sports world with a petition to eliminate the penalty. To help rally support we recruited legendary NFL instigator, Chad ‘Ochocinco’ Johnson, and Grammy-nominated Tobe Nwigwe. The two collaborated on a custom track and music video inspired by Las Vegas’ unapologetic culture and invited players and fans to fight for celebration.
D&AD | Wood Pencil
2 CLIO | Bronze

Las Vegas                     
Excessive Celebration Encouraged
Role: Associate Creative Director
Director: Elliott Power
Production: Love Song
Agency: R&R

The case study:



Las Vegas native and Late Night host Jimmy Kimmel helped get the word out about our petition, and let the world know his stance on celebration.

Tobe added the song to his personal streaming platforms and so far, the track has over a million organic streams. If you’re reading this close, take a listen to the original version that we wrote with Tobe, before the NFL got involved.

On Late Night, Ocho teamed up with Jimmy to find the most excessive fan celebrations, inviting them to the home of Excessive Celebration, Las Vegas.