In an effort to redefine the game of golf and attract a new generation of fans, LIV Golf Solutions embarked on a mission to challenge the traditional stereotypes associated with the sport. Recognizing the need for a creative partner to develop a campaign that would spark interest and engagement, they teamed up with a global collaboration of experts in strategy, creative, production, animation, and AI from across the US, Mexico, and Argentina. The result was the 54th Dimension—an integrated campaign designed to captivate players and spectators alike.
The 54th Dimension campaign aimed to make the club organizations the face of the brand, position these clubs as the vanguard of the sport’s future, and create compelling content that would spark vibrant conversations across social media. Inspired by the 54-hole format of LIV, the campaign introduced the personalities of the 13 LIV Golf teams through engaging, surreal narratives. The campaign also featured unexpected glitches that transported viewers to alternate dimensions, each with its own distinct themes and artistic styles.
- Results of the campaign showed 80% of viewers were more excited about the future of golf, a 24% lift compared to LIV Golf’s 2023 ad.
- The campaign delivered 35M impressions and 457,466 clicks, reaching an audience of 17.9M across New York, Los Angeles, and Chicago.