Superbowl LVIII

A GROWN UP BROADCAST - INTERCEPTED

For decades, the Super Bowl has been a sacred space for adults, a Sunday ritual of beer commercials, serious plays, and halftime shows that say “maybe cover the kids’ eyes.” It’s the biggest game on TV... but it hasn’t exactly been family-friendly territory. Until now. When Nickelodeon joined the Super Bowl broadcast, they saw an opportunity to flip the script — and bring a whole new audience into the action.

Enter the splat

NICKELODEON SLIMES THE SUPER BOWL AND BRINGS BIKINI BOTTOM TO THE BIG GAME

In 2024, we helped Nickelodeon launch the first-ever simulcast of the Super Bowl… kid-friendly with slime and all. Our job? curate a kids-of-all-ages football free-for-all with the help of SpongeBob’s starting lineup. For the official Fan Fest Experience, we dove deep down into Bikini Bottom, blending the NFL with iconic SpongeBob IP, and then dumped a heaping load of surreal splat trippiness. Attendees threw krabby patties at a larger than life SpongeBob, maneuvered into a splatified endzone and bounced in a giant Krabby Patty... All set within a mind-blowing environment that we designed to bring the new Nick creative identity to live in a new and daring way.

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The splat stats

6,500+
ATTENDEES OVER 4 DAYS
2,395
PHOTO PRINTS
1,625
QR SCANS
19,700
GIVEAWAYS DISTRIBUTED
OVERHEARD
“BEST EXHIBIT ON THE WHOLE FLOOR” “HANDS DOWN THE BEST ACTIVATION AT THIS EVENT.”
OVERHEARD
“THE KID VERSION OF ME WOULD BE FLIPPING OUT IF THEY KNEW I’D BE DOING THIS IN MY 50S.”