Executive Summary
The convergence of two iconic brands into a single activation is a challenge many of us face in this industry. When those brands are as big as the Dallas Cowboys and Ford Motors, the challenge comes with even higher stakes. Advent was invited to create an experience that would equally elevate both brands and supply measurable outcomes for both organizations. The additional challenge was to create this activation in a concourse at AT&T Stadium that is heavily trafficked and integrated into the game day fan experience.
Submitting Organization: Advent, LLC
Photo Credits: Yeah Yeah Creative/Advent
Detailed Nomination
The Dallas Cowboys and Ford brought Advent in to reimagine the Ford Deck at AT&T Stadium. Previously, the brand activation included vehicles and a fountain, which had not brought measurable results for Ford or the Cowboys. Advent’s challenge was to bring the Ford story to life in a way that was functional and accommodated the demands of a concourse within a stadium.
Our first task was to examine the critical path and determine where we could utilize existing assets and recreate them in a new way to tell the Ford story and the Cowboys story. Once we identified the value intersection, we went about selecting a blend of static and digital elements that would engage fans and supply tools to measure that engagement.
Our goal was to provide a truly balanced experience for both brands and one that would not disrupt the overall experience of a live football game.
THE CHALLENGES
-Navigating complex coordination between multiple stakeholders and vendors.
-Creating removable, lightweight components to support the stadium’s multi-use requirements.
-Balancing Ford’s interactive vision with the Cowboys’ desire for a sleek, refreshed aesthetic.
THE PROCESS
-Committed to a collaborative discovery phase with both Ford and the Cowboys to align on vision.
-Reimagined the spatial flow to improve traffic, visibility, and fan interaction.
-Integrated custom-engineered lighting and seating systems to match the elevated tone of the space.
THE SOLUTION
-Delivered a VIP standing-room experience with King Ranch seating, personal TVs, and elevated amenities.
-Infused the space with kinetic lighting effects and live game streams to enhance engagement.
-Seamlessly blended two powerful brands in a way that amplifies both without compromising either.
