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Gold Rush

New Era Cap

TMG stuck to a gold standard when it came to branding New Era Cap’s Super Bowl Gold Rush Party and Style Lounge event.

Staged at The Battery in San Francisco, CA, our creative was inspired by the big game’s Bay Area location and its “Gold Rush” history, along with the NFL’s golden 50th anniversary season. Taking a subtle approach with a limited gold and black palette and subdued archival imagery, our winning designs let New Era celebrate Super Bowl 50 in style. On site, our social media team quarterbacked Instagram, Twitter, Snapchat and Periscope for New Era, capturing behind-the-scenes photos and videos from throughout Super Bowl Weekend and generating more than 95 million impressions on #newerasb50.