THE IDEA:
As a high school athlete, a few pivotal moments stand out as a culmination of hard work, team camaraderie, and school pride. Making it to the playoffs, earning a varsity letter, holding that championship trophy high, and
Senior Night. 
However, due to COVID-19, sports were immediately cancelled and schools closed, and the physical space to celebrate seniors no longer existed. Playtex Sport partnered with Gabi Butler of Netflix's cheer to give seniors across the country the sendoff they deserve.
THE GOAL:
Create a virtual opportunity for female senior athletes to be recognized and celebrated for their determination on the field, court, mat, rink, and finish line, while also bringing new young female athletes to Playtex Sport by relating to them with hard work and the will to keep pushing. All created in just a matter of weeks.
THE RESULT:
A first-of-its-kind program for Playtex Sport, the #VirtualSeniorNight brought forth a reactive, social-first campaign that further proved Playtex Sport’s top position in the sport category.

Credits

Agency: MullenLowe
Client: Playtex (Edgewell Personal Care)
Creatives: Emily Sander (ECD), Liza Rush (ACD, Copy), Caitlin VanderKlok (ACD, Art)
Strategy: Katie McKenna (Sr. Social Strategist)