Bowled Over: Designing a College Football Sponsorship

When Owens Corning Roofing first approached us about designing their co-sponsorship of the SRS Las Vegas Bowl, we were, well, bowled over. Over 30,000 people would attend and millions more would watch the college football match-up on television.

“This project was a little more out-of-the-box because of its scale: it is a huge sporting event in a massive stadium with a national television audience,” said Project Manager Angie Coakley. “It required bigger thinking.”

The annual design collaboration between the Owens Corning Roofing team and Interrupt, which kicked off in 2021 and is slated to recur for five games, has included bespoke game invitations and kits delivered to high-profile business partners, as well as stadium graphics and experiences that could double as catchy social content.

“The very first meeting we had with client team, we all asked ‘How can we make a huge impression?’ Using that as our guiding question helped us establish so many great things together in the first year,” Coakley said. “Building this was a very collaborative process.”

The project also meant work with ESPN and ABC, and was a partnership for Owens Corning Roofing with building supply distributors SRS Distribution, for whom the bowl is named. “It was cool to get a behind-the-scenes peek into what it takes to do a bowl game through the eyes of these major players,” Coakley said.

A design experience following fans from pre- to post-game has included a six foot-plus Pink Panther bobblehead (created in collaboration with Graphite Design + Build) to interact with in a selfie station, as well as LED ribbon boards, animation on the jumbotrons, and more. All were themed to get fans to “Raise the Roof.”

This year’s sponsorship included a commercial from the national “Roof Gawking” campaign we developed to help homeowners understand the style impact they can achieve with Owens Corning shingles.

“It’s been a fantastic creative challenge to take this on,” Coakley said. “And we’re looking forward to continuing to dream up an energetic fan experience.”

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