#STILL GOT IT

The Challenge
In a youth-obsessed society, the middle-aged are rarely seen in the media. They're often left feeling invisible and irrelevant in our youth-driven culture or portrayed with unflattering stereotypes. But this crowd has years of experience and skill and many feel like they can do more than just keep up.

Our Solution
We brought eight older men ages 46-63 to Harlem's legendary Goat Park to challenge a group of streetballers half their age so they could prove they still got game. The viral video campaign is the first-ever social-driven campaign created by Leo Burnett Chicago for Centrum. As expected, the younger players doubted the old men's skills. But take a look at the video to see how it all plays out.

The games are real. The players are real. And the brand took a chance on the outcome of the competition.

The video gained over a million views on YouTube and Social channels in the first week and is still the most successful social campaign for Centrum. It was also shared by sponsored tweets from celebrities including Michael Ian Black and Jalen Rose.

The Centrum video captured that these older folks "still got it." and people who have experienced more life and love in what they do every day were encouraged to use #StillGotIt to share how they're keeping active whether on the court, the stage or wherever their talents take them.

Awards & Press
Chicago Addy - Bronze - Web Video
Chicago Film Festival - Silver Plaque - Online Spot
Creativity Online - Editors Pick
Adweek
FastCo Create