NBA
NBA Finals Rebrand
Elevating sports to a can’t-miss cultural event
The Ask
How do we make the NBA Finals feel important and inclusive?
Build a campaign that resonates with core and casual fans alike and gets them to tune in to a linear network broadcast.
The Thinking
Our core and opportunity audiences… they’re tuning in to see can’t-miss performances.
Our campaign needs to portray the NBA Finals as a can’t-miss entertainment event, bringing together sports fans of all levels. Inclusivity happens by broadening the Final’s cultural significance.
The Idea
Elevate the NBA Finals beyond the sports category into a can’t-miss cultural event.
We treated the NBA Finals as if it were a global entertainment spectacle. By transforming its look to that of the Academy Awards, we gave basketball’s biggest moment the significance it deserves.
The Execution
We Are All In The Finals.
The Scope
Full court press
We delivered coverage for a wide range of media channels and shifting messaging that evolved in real-time over the course of the campaign. From all the varying digital static formats to animated OOH to print, we had this campaign covered.
The results
Slam dunk.
Despite major market teams being absent from the finals, we helped solidify the finals as a must-see moment through iconic visuals to properly cap off the most-watched postseason in the past five years for the NBA.
