Allstate College Football

To deepen Allstate’s connection with passionate college football fans, we created Bergwood, an over-the-top superfan who took his loyalty to absurd (and hilarious) extremes. Through a series of online videos and on-campus activations, Bergwood became the embodiment of college football obsession, someone who clearly needed protection from himself. Thankfully, he had Allstate. The strategy: Build affinity with younger audiences by celebrating fandom in a way that was entertaining, shareable, and reinforced the value of protection—on and off the field.