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BRIEF :Reignite excitement for the NFL season kickoff using Frito-Lay brands — and make snacks feel like the emotional engine of football fandom.
INSIGHT :Football fans spend all off-season waiting to feel that spark again. But players feel it too — especially the legends who wish they could take the field one more time.
IDEA :“Unretirement” — We brought back NFL icons and gave them one final comeback… powered entirely by chips. A fully integrated campaign where snacks become the rallying cry for every fan returning to THE GRIDIRON.