growing golf in unconventional ways

“Get Hooked” was the answer to a brief to get more 18-24yo to stick with golf as we emerged from lockdowns during the pandemic. Overall, 186,000 people in this demographic played golf during that period, so how could we convince them to play more golf? Not like you’d think. Our solution leveraged the insight that golf has the same neurological pattern of addiction as gambling. This provocation led us to see if we could get non-golfers who held other vices to turn to golf as a means to reform… The results doubled consideration and caught the media’s attention.