Buffalo Bills hire Mosaic, break campaign
By Derek Winkler
NFL football team the Buffalo Bills has appointed Mosaic North America its Canadian agency of record. The firm will work to expand the team’s audience in Canada. Mosaic’s first work for the team is a Toronto out-of-home campaign that that reworks “Post No Bills” construction hoardings into “Go Bills” murals. The campaign is timed to coincide with the start of the NFL playoffs. Each installation includes a QR code that links to a webpage where Canadian fans of the team can enter a contest. Winners will be selected each weekend the Bills remain in the playoffs. Prizes include air travel, hotel stays and game tickets. The campaign also includes a limited-edition line of branded “Billieve” merchandise developed in collaboration with Peace Collective. Additional elements include social media content, public relations and influencer relations, as well as digital out-of-home ads.
“The goal with this campaign was to create a kind of love letter to fans, from fans; something they could feel part of,” said Dan Berzen, creative director at Mosaic. “It was designed as a living idea, one that shows up in the streets, on social and in what fans take home with them. That approach reflects the kind of integrated, culture-led work Mosaic is focused on building.”