The concept for #FieldDay was concepted out months prior to the Big Game. I am unsure if am allowed to say Super Bowl, but I think as long as I express in the beginning that I am not affiliated then I should be ok. Copyright says I can mention it, but always good to make sure we stay friends with everyone. The rules I believe apply only to packaging and official sponsors/partners.

While working in the basement as an Assistant Manager for the last 3 years and simultaneously working on a Masters, I imagined myself working in a marketing firm bringing brands together to play off of each other and promote the spirit of the most viewed single sporting event of the year. The idea would be to playfully go against other brands in sport and have it be a combination of TV advertising/social media/OLV. Where everyone could get in on the game day events officially or unofficially in a Field Day capacity of inclusion to those with marketing/budget constraints.

I was abruptly terminated from my position Feb. 10th, 2022 and with it my schooling ended with it as affordability was always a perk of employment while I paid taxes on the classes. With it 3 years of work not in vain, but time to relax before getting started again.

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Not to let life get the best of me, I wanted to step away from the reality of unemployment and continue the vein of the joy of what I imagined in a capacity of what I had afforded to me. I approached the social media aspect with the ability to say hello, play nice and promote every brand I could while trying to acknowledge everything on screen to pay respect to the game and to the companies that spent millions on advertising in sportsman-like conduct.

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I started the day with Land-O-Lakes. Not your typical connection to the Super Bowl, but with the most viewed sporting event and being “A Main Event” of Marketing, it was important to blend, reach out and start the idea of how much fun social media managers and corporations could have on this day in organized connections and collaborations. Meta is the theme of 2022 according to the WSJ and I approached the pre-games to be as such while being personally reflective afterwards. As viewer/consumer interaction is at an all time high, #fieldday allows for all-day interaction that is already accounted for during The Super Bowl’s 4-quarters and Halftime Show that branches engagement into possibly sweepstakes, mini-adventures and fun and games. To be successful is to be respectful of the timeslots during the game/half-time itself as those are very coveted spots that could be in on the field day or not while being officially a part of the show. It is a possible evolution of creating rules while understanding viral engagements can never be fully predicted. Human connection cannot be predicted, only tested prior.

Where things start and where things end are serendipitous in story-telling.

First rule of trying to make it is work with what you have available. Being known for handmade approaches at times and without access to Creative Suite, the personal touch was important to me. I thought of how ideas form on paper first and then grow over time and from year-to-year. It is my thought that if successful and the spirit continues, it adds a grassroots marketing campaign that can refined every year with teams and tributes selected of fun rivalry and sport.

My approach came from the original Cards Against Humanity grown from college students who was able to take a hand-drawn approach and create a company that promotes humor while also social statements annually through random acts of kindness, digging a hole, social testing and charitable contributions.

Even on their website they still promote the idea of hand-drawn cards and making things your own unofficially or officially with their “Your Shitty Jokes” pack of blank cards.

About a week and a half prior, I thought of something fantastically similiar to transform the movie theater experience from the outside in of promoting healthy competition and playfulness week in and out with motion movie posters that could provide entertain before entering the theater and drive creativity in marketing based on tradition of acknowledgement when top crowns are given within the industry. Weekly they could change out based on box office and personality of movie could evolve into the posters. Look up the Fighting Columbia Lady for reference on Youtube and apply that to movie posters and even movie trailers in some aspects. https://www.youtube.com/watch?v=2p08-skQDwA

“…and playtesting. This contains some of our best tricks and advice for writing good cards and won’t ruin your game.”

Being jobless yet again, it is/was my hope I could get recognized or picked up at some point. The main thing about the day was feeling like I belonged and had a chance to be a part of something. Back in 2019, I was to be a photographer for the Atlanta Super Bowl, but internal issues left me out of the stadium and still enjoying the game/festivities from the outside while making about $50 bucks for several hours work. Was worth it to say I was there.

A test of theory of how this would work in later years, I approached social media by at the very least acknowledging those that put on the game first and to insist on my sportsman-like conduct just in case 1 of millions/billions was being watched.

As I tried to tackle every brand I could, it was never fully meant to be a one person show.

A test of concept that could be expanded on next year. Attempted to interact between my social medias properly, but found Twitter to be the one I used the most. Having multiple hands in future endeavors could be proven exciting for both marketing firms, brands and social media influencers to join in on organized campaigns in the spirit of teamwork.

Keeping with the theme of the game, I enjoyed the hours of entertainment in my bootleg home version of trying to make it one way or another in the world. At the end of the game I used one of my own images that was an evolution of visuals from my “Starving Artist” series but with the message “I work well with others.” Although much work I would still do if ever a industry image, it was a start in the right direction and a thank you after the game to promote myself a bit after everyone else had their play.

Days later I mapped out my whole social media interactions and expanded on the why’s and what not’s of some of my posts personally to be fleshed out at another point. As I handwrote my documentation, I made brand comments and ideas for myself and others sprouted from that in giving thanks of a day of festivities where I felt like I was part of the team.

I got towards the end of my recap on 2/23 and came to a fun way to summarize what the day was to me with my final notes.

“#Fieldday. It started with a cow going to another owner and then up the twitter feed (we climbed) to meet The Giants. an afterthought or just amazing syncronicity of repertoire? Jack of all trades in promoting everyone while no income coming in to sustain. A little person trying to survive. Money is going to be tight as we go back to the WIC program.” (EBT/Snap for me as I don’t have children)

I immediately went out on a search between Food Lion/Publix/Kroger/Whole Foods (in that order) to obtain a collection of Green Giant products to photograph around it. Not a studio shot and definitely would loved to have set that up differently, but it stayed in the heart of working with what was available at the time while codex is always important to remember that there are starving artists out there everywhere trying to make it every day to put food on the table and survive employed or not.

FUTURE FOOD FOR THOUGHT

I find it important to link to my social media threads on here for record or to reach out however you feel comfortable. Well before the last year I thought if I were to have a marketing company of my own I would call it Brandin’. Something approachable yet charmin’ as I never am able to pronounce ‘ing’s” correctly. Things have changed over the last year but still important to note that there is approachability, seriousness and humor. I tend to fall into all of those categories and when it comes to any brandin’ of any company it is key to remember it is THEIR voice and you get to borrow it or train it.

As I’ve lost my place in this world and search for a job, maybe you can help me find my voice and where I am to fit in this for sustainability. The goal is to always work together and pick each other up and eventually have faith in one another.

Thank you for letting me continue on sharing parts of my journey here and there.

-Philip Bonneau

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