Football and Loss Unite Native American Tribe in New Short from Barkley
When Lummi Nation started playing high school football over a decade ago, they had no place to play until their coach, former NFL Wide Receiver Jim Sandusky, let the tribe of Native American teenagers play on a makeshift field in his backyard. A new film from Russell Athletics and Barkley shows how the team has helped bring unity and pride back to the Lummi Nation.
Football has a lot do with the positive change in Lummi Nation, a culture that will not be defined by the pain of the past. For the Lummi People of Northwest Washington, high school football extends beyond its 8-person team. It represents the hope of the entire 5,000 member tribe.
The film is the latest installment in Russell Athletic’s #SettleYourScore campaign, which follows six high school football teams as they turn the one thing that haunts them from their state championship loss into the ultimate motivation.
For Coach Jim Sandusky and the Lummi Nation Blackhawks, that “one thing” was one play. At half time, they were 10 points behind. But they rallied back and ultimately took the lead only to lose by one play with a final score of 46-42. For the team and for the tribe, the loss was heartbreaking. So Russell, as part of its “Team On” initiative to promote team sports in America, helped them take real actions to help teams increase their odds of winning.
"Russell Athletic is telling the untold stories of team beyond the Friday night lights," says Barkley creative director Berk Wasserman. "High school football is bigger than a win or loss, even if it’s in state championship. For Lummi Nation, football has become an unexpected tradition to bring their people together.”
Advertiser: RUSSELL ATHLETIC
Marketing Manager: Laura McCaslin
Director of Marketing: Taylor Vernier
VP of Marketing: Matt Murphy
Creative Agency: BARKLEY
Creative Director: Brad Jungles, Berk Wasserman
Art Director: Matt Slider
Executive Creative Director: Jason Elm
Group Account Director: Bryan Herrman
Executive Producer: Susan Neuman
Designer: Jen Beck
Senior Copywriter: Bryce Richardson
Senior Art Director: Graham Greene
Senior Producer: Melany Esfeld
Content Producer: Sammy Greenberg
Account Supervisor: John Dobson
Group Strategy Director: Chris Cardetti
Associate Producer: Jasmine Henry
Account Manager: Alex Belot
Director: Ben Jacks
DOP: Ben Jacks
Editor: Patrick NG
Genre: Creative technology , Digital , PR , People , Storytelling