TaylorMade challenged Zambezi to develop excitement for their new players irons, PSi, knowing that better players (single-digit handicaps) don't pay attention to advertising. A traditional media campaign was not going to work, so we focused on bringing the golfer inside the ropes.

Our Demand More campaign focuses on the better player needs. We invited golfers to experience a true PGA Tour fitting, featuring superstars like Justin Rose and Sergio Garcia. We did this not with traditional video but with all-encompassing 360º Virtual Reality video. Available via YouTube 360º, Google Cardboard and an exclusive iOS VR app, golfers can participate in Justin and Sergio's fitting sessions as if they were on the course.

In addition to the 360º video experience, data graphics were overlaid showing the incredible results of the pros’ PSi tests.

Combined with a full product website, and select print support (debuting Fall 2015), better players were entertained by the experience and left desiring the new PSi irons.