Callaway Golf
Agency: 72andSunny
Role: Art Director
Results: Increased unit volume 12.5%
The Problem
Callaway is launching the new Tour i and ix balls—game-changing innovations built on proprietary tech. But to grow from 10% to 15% market share and rival Titleist,
we need more than performance stats. We need to spark an emotional connection.
Titleist wins on habit and superstition. Callaway can win by being the smart, values-driven choice—tech-forward, but also grounded in integrity and character.
We want players to question their ball, think critically, and switch because Callaway delivers what they truly need: distance, control, and trust. Let’s make Callaway
the brand golfers choose not out of tradition, but conviction.
The Solution / Campaign Idea
In a market saturated with exaggerated claims of greatness, Callaway takes a different path—one rooted in truth, trust, and timeless appeal.
Rather than chase the hollow promise of being “great,” we’re choosing to own something far more meaningful: Good. Good is real. Good is credible.
Good is what players actually want, performance that feels right, results that speak for themselves, and equipment that delivers without the hype.
From the tee to the green, from amateurs to champions, our ball performs with quiet confidence. It’s not just another product, it’s a Good Ball.
This campaign, “Good Ball,” positions Callaway as the authentic voice in golf, using simplicity and clarity to stand out in a noisy, overmarketed space.
Good becomes more than a word; it becomes our brand promise, a symbol (yes, complete with a halo) of everything we stand for. Because in the end, great is just a claim.
Good is an idea, and a damn good one at that.
To bring this idea closer to the player, I created The Good Ball Widget, a desktop companion that keeps the game in reach. With a simple click,
players can access golf news, tips, score tracking, and even their PGA.com fantasy updates. It’s more than a tool, it’s a daily reminder of
everything good about the game. Because great is just a claim. Good is an experience.
