PNC Championship 2020
The PNC Championship, formerly the PNC Father Son Challenge is a team event between one professional player and their family member. We were asked to rebrand the event and create the campaign graphics for the newly named event.
Where - IMG
Creative Direction & Design - Ryan Gouge
Animation: Rimante Navalinskaite
Project Management - Harrie Brown
Marketing - Ashley Partenza
Social Media Rollout: Tactical
Photography: Gabriel Roux
A New Name. A New Chapter. Same Celebration
Historically, the event has been like no other whereby Major Championship winning professional played with their son. The field has always attracted the best names from down the years such as Jack Nicklaus, Gary Player and Arnold Palmer. But after a number of occasions where the amateur has not been a son, but instead, a daughter, grandson or relative, the name of the championship needed to be revised to reflect this. in 2020, the PNC Championship was born.
The biggest names in one field
The event has always been about celebrating family. This the only time that a sanctioned tour event allows players to play with a family member to win the converted Willie Park Trophy. In 2020, the event attracted some of the biggest names in golf. Legends of the game returned such as Gary Player, Lee Trevino, Bernhard Langer and Annika Sorenstam (the first female pro in the history to the event) but also big names from the PGA Tour played for the first time. Justin Thomas and dad Mike, Bubba Watson and father in law Wayne Ball, Matt Kuchar and son Cameron joined 15-time major champion Tiger Woods and 11-year-old son Charlie in an star-studded field.
One for the scrap book
We created a look and feel that was inspired by old scrap books and family albums . With over 90 major championships in the field, the pros are no strangers to success, but the chance to share the spotlight with a family member with be a memory that lasts a lifetime.
We created several pieces of large scale artwork to be displayed on site. This varied from past champions banners, entrance graphics and step and repeat boards.
We supported our partner agency, Tactical, in the rollout of graphics before and during the event. We created bespoke graphics detailing the achievements of the professional players, as well as responsive graphics during tournament play.