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Barefoot x NFL
BandWAGon Box
Year: 2025
Client: Barefoot | Agency: Vaynermedia
CD: William Maitland
Lead Creator: Noeli Acoba
Social
Experiential
PR
PROBLEM
Barefoot is the Official Wine Sponsor of the NFL, but wine is nowhere near the alcohol of choice during football games - it's definitely beer.
INSIGHT
High profile "WAGs" (wives and girlfriends of sports players) are at the center of NFL culture - attracting new fans into the sport of their partners.
BIG IDEA
Pair up with one of the most notable WAGs, Simone Biles, and have a contest where one lucky winner has a once in a lifetme opportunity to watch and enjoy Barefoot wine with the Olympic icon in the Barefoot BandWAGon Box at the Green Bay Packers vs Chicago Bears rivalry game.
Barefoot BandWAGon Contest with Simone Biles
My role: Concepted social videos to seed the contest and to capture in the Barefoot BandWAGon Box during the game, directed Simone Biles and team, NFL social teams, contest winners, and influencers during the shoot, served as the creative point of contact for executive-level stakeholders, and edited videos post shoot.
This native post in collaboration with Simone Biles garnered 2.1M Views, 1.5K+ Comments, 3.3K+ Shares, and 1.2K+ Saves with consumers showing love for both Simone Biles and Barefoot's brand - some even admitting consideration for Barefoot because of the brand's partnership with Simone.
By tapping into trendy social formats, these four videos (not featuring Simone Biles) earned an impressive 300K+ Views, 4K Likes, and 200 Shares - all while fostering a more relatable connection between wine and football while reinforcing Barefoot's playful, easy to enjoy identity.
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