How do you promote your football team when their winning track record is not consistent? Well you focus on the one thing that is consistent, the fans.

The Saskatchewan Roughrider football team has the most die-hard fans in the CFL. So why not highlight it.

The previous year’s campaign introduced the ‘melon head’––a character who dons a melon on his head in preparation for the game. This campaign took the melon head one step further––the creation of the ‘super fan’.

Shown here are the vertical billboard and print ads. TV and radio ads were also created.