Professional Bull Riders Campaign

Campaign idea for the Professional Bull Riders event on Versus; where only true athletes prevail. In other words, the bulls always win. All elements are meant to personify the bull in an effort to portray him as the Athlete. Print copy from the voice of the bull. Digital component would enable users to create a fantasy league team like other sports using well known bulls, further creating celebrity status for each bull competing. Direct Mail would include the bull's "autograph" which is a crushed cowboy. As celebrity status heightened sponshorships would inevitably ensue as shown in the print example.