Settle your Score

New Palestine, IN • Flora, MS • Bellingham, WA


To find non-traditional spaces to share Russell Athletics’ message throughout three specific markets.


Russell Athletics’ goal was to engage communities with notable high school football programs as part of their #SettleYourScore campaign. The football programs in Flora, MS, New Palestine, IN and Bellingham, WA all had an interesting comeback story to tell, but nowhere to tell it.

With a lack of traditional billboards in these towns we set out to create our own. In partnership with community businesses and local creative partners, a large, custom built installation was created to share a message based on the bittersweet, defining moments of the 2015-16 season. Each billboard was placed near the community’s high school at establishments frequented by residents, such as hardware stores and community centers. This sparked curiosity and excitement within each community and allowed for thousands of impressions in the weeks leading up to kickoff.

See the full #SettleYourScore stories here.