Butterfinger was coming back to advertise in "The Big Game" for a second year, and we were tasked with building buzz and generating awareness for the brand's new tagline, Bolder Than Bold, around the game. My idea, and my first time seeing my work featured on Adweek, was to take over a different kind of bold move during the game: the touchdown dances. The NFL has become known as the No Fun League, cracking down on touchdown dances with excessive celebration fines. Butterfinger boldly encouraged players to celebrate anyway, offering to cover fines up to $50,000 for excessive celebration. This stunt was announced in partnership with Billy on the Street, where my team and I collaborated with his team to create content with famous touchdown dancer Terrell Owens.