1,200
10.4M
2.5B
12
REsponces
Budget
Impressions
DMAs
The Campaign
ConceptsbyChucho proudly presents Extend the Play, an inclusive year-long campaign designed to unite all NFL organizations under one cohesive platform while amplifying the voices of women, Latino communities, and children. Built around the idea of connection through sport, the campaign supports the NFL’s vision by creating a meaningful unifying force that resonates across diverse audiences. This project was made possible through the opportunity provided by the NSAC and the collaborative efforts of an incredible team of peers at UNT.
Video Placements
OOH (paint the play)
Guerrilla advertising
Extend the Playlist is a curated music experience designed to connect with young audiences through music while promoting the campaign's message of community, belonging, and participation. It serves as one of the first touchpoints in the campaign, alongside social media, streaming, and the Fortnite collaboration.
Fortnite (Extended)
The Fortnite activation launches during the Join phase (April–July), where its primary role is to generate awareness and excitement. It serves as a gateway that introduces young audiences to the broader "Extend the Play" campaign before encouraging them to participate in later phases, such as community events and playground initiatives.
Extend the playday
Extend the Play Day is a city-to-city community event where local families can participate in activities, meet NFL initiative partners, and learn about programs that support youth development. Rather than focusing on competition, the event emphasizes friendship, confidence, physical activity, and community engagement.
Pause the play /
Extend the playground
Pause the Play and Extend the Playground work together to remove two major barriers that keep kids from participating in sports: mental health challenges and limited access to safe places to play. Through a partnership with the Calm App, Pause the Play encourages young athletes to prioritize their mental well-being by managing stress, reducing performance pressure, and fostering positive sports experiences. At the same time, Extend the Playground, in partnership with Kaboom, invests in underserved communities by building playgrounds and providing sports equipment, giving more children access to safe, inclusive spaces where they can be active and build friendships. Together, these initiatives reinforce the campaign's mission of creating supportive environments that help youth stay engaged in sports, develop confidence, and enjoy lifelong participation both on and off the field.