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Discover by Capital One. (2025). Big Ten Campaign. GDUSA Gallery. https://gallery.gdusa.com/project/big-ten-campaign

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American Inhouse Design Awards Winner

American Inhouse Design Awards 2025

Big Ten Campaign

Discover's Big Ten campaign playfully reshapes perceptions of card acceptance among passionate sports fans.

In the entrant's words

The Discover-sponsored Big Ten Championship in Indianapolis presented the opportunity for a hyper-local, hyper-relevant OOH campaign that challenged brand perceptions of Discover’s limited acceptance as a payment method and raised event awareness through playful and relatable messaging. After all, sports fans have a lot of opinions about what is accepted and what is not (washing a lucky jersey? Shaving during playoffs?)—whether Discover® cards are accepted shouldn’t be one of them.

From the original award submission.

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Discover by Capital One