2022 Prize Car
Charles Schwab Challenge




   Charles Schwab Challenge / ‘79 Fire Bird



The financial corporation meets golf, and golf meets classic cars!

Charles Schwab became the title sponsor of the golf tournament formerly known as the Colonial in Texas. (Now Charles Schwab Challenge.) We found out that our target audience loves old classic cars. Prizing in golf is tiring, so we are bringing the challenger spirit of Charles Schwab to the PGA
Tour
by reimagining the prize.

For this year's prize, we fully restored and modernized the 1979 Firebird Trans Am with the word Schwab inscribed in multiple places, including throughout the interior. The car is in homage to sponsor Charles Schwab, and the year is significant because it was when Charles Schwab
made a major technology investment.
Client: Charles Schwab
Role: Concept, Art Direction, Design
Copywriter/CCO: Teddy Lynn
Creative Director: Andrew Miller
Art Director 2 : Emily Galvelis




                                                                                                               




To generate buzz around the 2022 Charles Schwab Challenge Prize car, an epic ‘79 Bandit,
we commissioned country star Jake Owen to rerecord Jerry Reed’s classic song from Smokey and The Bandit.

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We created an AR experience of the 2022 Charles Schwab Challenge prize car
to increase fan engagement both onsite and online.

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Bits of social & onsite AR promo stuff︎
(Yes, QR code is still working!)

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Onsite stuff︎