2015 “Home” Campaign — Oakland Raiders

The Raiders have had one of the most interesting histories of any NFL franchise -- the Silver and Black have relocated several times to different cities, and my time at the Raiders was also shrouded in uncertainty regarding team location. While the debate raged on about the next spot we'd land -- we didn't know if we would stay in Oakland, or head to Los Angeles, Las Vegas, San Antonio, or any other city -- it was important that we connect with our fans and build the idea that anywhere our fans are, that is our home.

By illustrating a home defined by the people who help create it, we hoped to pay tribute to the most loyal members of the Raider Nation with this campaign. We used three of our biggest stars and fan favorites on the team — Derek Carr, Marcel Reece, and Charles Woodson — to drive home the message with custom spots (with their input to make it authentic) and imagery.

Derek Carr’s message to the fans:

“Just to hear the cheers from all of the great and loyal fans we have, makes my day and fires me up every time I take the field.”

The script:

I worked, sacrificed

Did everything I could to make my dream a reality

I now have a bigger dream

Greatness is homemade

Marcel Reece’s message to the fans:

“We as players are nothing without the Raider Nation.”

The script:

I love that it doesn’t matter where you come from

I love that it doesn’t matter how you look

I love that we are family

I know that you’re always going to be there, through the ups…and downs

What I love most about home is who I share it with

Charles Woodson’s message to the fans:

“There is nothing like the love you feel from Raider Nation.”

The script:

A house is not a home

Your true home is where your story begins

It’s where your memories, your family, your love, all live

Home is where your heart is

It was also important to consistently push the message that Raider Nation is everywhere, and while relocation was obviously an uncomfortable topic for fans, there was a lot of buy-in regarding the global nature of Raider Nation and the loyalty of the fanbase.