13 Triple Crown winners have made a run at Travers. Only 1 succeeded. Clearly, the odds are stacked against these giants of racing. Should that deter Justify from trying? Absolutely not. To make history, he has to #JUSTDEFY the naysayers, the past failures, and everything else that makes a Quadruple Crown the impossible dream.
The idea: Challenge Justify’s owners, trainers, and jockey to defy history by showing all the reasons not to run. For true champions, those reasons are fuel.
What we created for them:
#JUSTDEFY Hash Tag
JUST DEFY Campaign
Hype Video
Microsite (housed video, social media feed and petition)
Social Media Content for Instagram, Facebook and Twitter
Poster Series
Flyers
Get Well Card (sent to owners and trainer when Justify was injured)
Banner for #JUSTDEFY Launch Party