RO / Nightcap Outside

Initial Digital

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The 7th Annual Awards

Nominee ✨

• Best Brand Sponsorship

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ABOUT THIS ENTRY

Nightcap, hosted by Chad Johnson and Shannon Sharpe, partnered with Ro to create a seamless, integration to normalize discussions around men’s health. The campaign leverages authentic storytelling and humor to engage modern sports fans while responsibly introducing Sparks in a relatable way.

 

How does this represent "Excellence in Engagement"?

This work sets a new benchmark in fan engagement by demonstrating that men will actively engage with traditionally stigmatized health topics such as ED. The format RO Sparks was integrated in allowed for a light hearted but impactful audience reach.

 

Objective

The goal of this campaign was to integrate Ro’s Sparks offering into Nightcap in a way that felt authentic, entertaining, and native to the content. The objective was to educate viewers on safe, clinically tested medication while maintaining the show’s fun and carefree tone.

Strategy & Execution

The entry was designed prioritizing authenticity, humor, and a digital-first viewing experience. Integrated within the Nightcap format at Lucky Strike, the campaign featuring Ro’s Sparks leveraged the natural chemistry between hosts Shannon and Joe, using a casual bowling setting.

Rather than a traditional ad read, the integration blended seamlessly into the show’s rhythm, combining light competition, real-life anecdotes, and candid Q&A. This approach aligned with how modern audiences engage with sports content across platforms.

 

Organizations

• Shay Shay Media

Links

•   Website

Credits

Ashleigh Arnim
Head of Content
Shay Shay Media

Mike Davis
Director of Production
Shay Shay Media

Jacob Hazzard
Director
Shay Shay Media

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