The Problem

P2 Putter Grips are an Irish based startup from Co. Wicklow, Ireland who approached the golf equipment market with a clear vision – to bring a smile to the faces of golfers across the world. Well on their way to achieving this, they are currently manufacturing and distributing the P2 Putter Grip across the globe.
They had previously experienced rapid growth within Ireland with golfers such as Padraig Harrington using the grip on tour and media outlets such as the Irish Independent and Golf Digest Ireland featuring their product as one to watch for the future. However, as they entered Q3 of 2015 they were experiencing a period of stagnation in the Irish market.

The Solution

Our starting point was clear. To deliver a game-changing insight and a creative TV ad that would connect the brand to both the Irish & US market. To do so, a combination of science and art is featured in this ad showcasing both the internal technology and real life external frustrations felt by golfers struggling to ‘hold’ putts.

 

Our insight was, that what separates P2 Grips other competitors within the industry is the science behind the design. Unlike other grips that are designed purely on size, P2 Grips identified that aligning the shaft off-centre allowed for less movement of the wrist and results in more putts being hit directly from the ‘sweetspot’. This insight is articulated in the TV campaign.

 

This acted as the creative springboard for all future activations including digital content, live experiential and out-of-home where we work together with P2 Grips to capture, develop and promote the science behind putting technology.