How do you get – and better yet – keep the attention of Gen-Y? That was the challenge facing Amway when they chose to promote Nutrilite, their sports nutrition brand, to a younger generation. Using the star power of former Super Bowl quarterback, Kurt Warner, we devised a clever way to convey that you “Just can’t miss” with Nutrilite. Putting a twist on popular trick shot videos, we used Kurt’s incredible ability to hit a variety of targets at Sun Devil Stadium that created musical sounds when struck. The song – and the video – were a direct hit garnering more than 6.5 million YouTube views and numerous awards.