In 2024, we teamed up with Baylor Scott & White Health and Dallas Cowboys QB, Dak Prescott to promote early cancer screenings. The campaign launched during the NFL My Cause My Cleats game featuring the Dallas Cowboys vs. the Cincinnati Bengals.
The first-of-its-kind cleat design by Jake Danklefs is centered around the idea of See the Unseen. At first, Dak’s cleats appear to be plain, but the real design using UV paint is revealed under UV light, illustrating the idea that just because something isn’t visible doesn’t mean it isn’t there.
The first-of-its-kind cleat design by Jake Danklefs is centered around the idea of See the Unseen. At first, Dak’s cleats appear to be plain, but the real design using UV paint is revealed under UV light, illustrating the idea that just because something isn’t visible doesn’t mean it isn’t there.
Director: Nick Woytuk with Stadium // Edit: Charlie Uniform Tango
Awards: 2025 AAF Judge's Choice Award + 3 AAF Gold Addys
The rollout of the campaign relied heavily on strategic social and PR efforts between Baylor Scott & White Health, the Dallas Cowboys, Dak’s Faith Fight Finish Foundation, Jake Danklefs, as well as local and national media partners. To further spread the message, we also sent specially designed boxes to sports and sneaker influencers that contained the cleats and a special UV flashlight to view them. All posts drove to BSWHealth.com/GetScreened.
