United Way

Game on for United Way

As preparations took shape for Super Bowl LVII in Minneapolis, the Greater Twin Cities United Way came to Haberman with a request. What would it take to bring Character Playbook™ to life at the Super Bowl Experience, an 8-day event open to the public at the Minneapolis Convention Center?

Character Playbook is a joint effort between the NFL and United Way that gives thousands of middle school students innovative tools to cultivate and maintain healthy relationships. Haberman’s strategic and creative idea, executed with production partners Pixel Farm and Street Factory, was a 360° virtual reality (V) world called “It’s In Your Hands,” which used VR football action to model good decision-making.

The Work

For every $10 donated to Character Playbook, Super Bowl Experience visitors had a chance to win two tickets to the game. NFL players donated their time during production and also stopped by the interactive booth to try the experience for themselves. Stefon Diggs, Kyle Rudolph, Case Keenum, Adam Thielen, Everson Griffen, Calais Campbell, Patrick Peterson and Demario Davis all helped bring the project to life.

For every $10 donated to Character Playbook, Super Bowl Experience visitors had a chance to win two tickets to the game. NFL players donated their time during production and also stopped by the interactive booth to try the experience for themselves. Stefon Diggs, Kyle Rudolph, Case Keenum, Adam Thielen, Everson Griffen, Calais Campbell, Patrick Peterson and Demario Davis all helped bring the project to life.