The Brief

Dollar General, in partnership with P&G, wanted to make a splash at the 2019 NFL Draft in Nashville. With their sponsorship of the P&G Beauty Bar (where players and their families would get a pre-draft night pampering) and presence at events throughout the city, we knew that we had a unique opportunity to go big and take it to the streets.

The Approach

Four words: Giant. Drivable. Shopping. Cart. We coordinated with the badasses behind the Shopper Chopper, a 10-feet-tall, street-legal shopping cart that we would dress up as a DG cart and grab eyeballs and impressions all over the Music City. We shuttled players and their families to and from the P&G Beauty Bar, tooled around downtown and the Broadway area, and provided a backdrop for events at DG stores and draft entertainment all weekend long.