HEARTLENT Redefines NFLPA Community MVP Campaign with Innovative Trophy Design

Creative agency HEARTLENT Group has concluded its third campaign for the NFL Players Association (NFLPA)'s Community MVP, which highlights the players' off-field philanthropic efforts. 

Over the last three seasons, the creative agency has spearheaded the strategy and creative development of the NFLPA's Community MVP campaign, in which one player is recognised weekly during the regular season. Five finalists are chosen from the total of 18 for the prestigious Alan Page Community Award, which was awarded this season to Atlanta Falcons defensive end Calais Campbell. 

In the most recent iteration, the focus shifted to a groundbreaking trophy concept, which saw HEARTLENT conceptualise and craft life-sized trophies uniquely tailored to each winner's story. These trophies were ingeniously situated within their respective team cities in immersive 3D designs, symbolising a new era of recognition for the deserving winners. Each intricately crafted trophy design and accompanying animation vividly portrayed the player's impactful community contributions, earning them well-deserved recognition.

As the 18-week campaign concluded, HEARTLENT orchestrated a grand finale: a five-piece 3D animation in which the agency created a bespoke Las Vegas art gallery during Super Bowl LVIII. This showcase creatively highlighted the five finalists' endeavours, capturing the essence of their community-driven initiatives.

HEARTLENT’s involvement transcended the digital realm and extended to Super Bowl week. The creative agency developed Calais’ trophy into a physical trophy and awarded it all within two weeks, marking the first instance of altering the trophy in the program's history. 

“Our team strives to push boundaries every year. We are proud to have delivered a unique digital 3D concept each week this season within a quick 48-hour turnaround time,”Elliot Gerard, head of creative for Heartlent Group said. “After a successful 18-week campaign, we were ecstatic to see Calais holding our custom-designed trophy, marking a special moment for us as we were entrusted to redesign the trophy for the first time in the history of Community MVP. Developing a digital-to-physical 360 campaign shows Heartlent's ability to think big and deliver when the moment matters most.”

Through innovation and creativity year after year – from toy figurines, magazine covers, trophies, and partnerships with LeBron James’ media company, Uninterrupted, HEARTLENT continues to elevate the NFLPA’s most significant campaign in Community MVP, celebrating the profound contributions of NFL players beyond the field.