Buffalo Bills Herding Walls

Challenge

As the Buffalo Bills approached the playoffs, the team wanted to create the first ever campaign dedicated to Canadian fans. The goal was to mark their territory with a buzzworthy stunt and grow the fanbase.

Solution

Go from POST NO to GO BILLS and turn hoarding walls into ‘Herding Walls’ and inspire fans to ‘Billieve.’ We tagged hoarding walls across the city and transformed them into a rally-cry as the team charged into the playoffs. This grassroots stunt was designed to feel like it was for the fans, from the fans.