College football fans build their entire weeks around Saturdays—the tailgates, multi-generational traditions, and game-day energy. They put in just as much work, passion, and dedication on game day as the players on the field, yet they rarely get rewarded for it. Playing off a landscape where athletes, coaches, and mascots all secure lucrative brand deals, DoorDash’s season-long ‘Don’t Fan for Free’ campaign flips the script by giving fans their turn to cash in.
We achieve this through a unique blend of gold imagery combined with a dynamic collage-style that brings fandom and rewards to the forefront with movement and kinetic energy that brings the intensity of sports. By pairing action-packed portraits of our fans with iconic mascots and emblems, we capture the heartbeat of the college football to reignite the ritual of fandom.
Credits
Project
Role
ECD
Senior Designer
Business Lead
Strategy
Verbal
Campaign Identity, Performance Marketing
Design Lead
Kirsten Rutherford
Julio Sotomayor
Britta Savik
Leigh Mosley
Erin Woolf