With the imminent start of the NBA playoffs on early Sunday morning (Manila time), the league has unveiled a new global brand campaign that would set the stage for the league's upcoming 75th season.
Called "That's Game," and developed in conjunction with creative agency Translation, it is set to demonstrate how the league in all of its years has not only advanced the sport of basketball, but also helped grow and impact the culture and community it is a part of, doing so by highlighting the pivotal moments both on and off the court.
The campaign will start off with a series of four television spots, narrated by Golden Globe and SAG winning actor, filmmaker, musician and activist Idris Elba and set to an original composition by Academy Award-winning producer Jon Batiste. Directed by Emmanuel Adjei ("Black is King," "Dark Ballet"), these will be aired globally in fifteen languages, with select markets having local celebrities serve as its voices.
NBA Chief Marketing Officer Kate Jhaveri shares, ""That’s Game" demonstrates more than just the culmination of play – it’s about the moments that have kept fans connected to the game throughout history and will continue to engage them long into the future. We are excited to celebrate the incredible plays that leave us in awe and the impactful community work from players and teams, and we look forward to continuing this storytelling into the 75th anniversary season."
Translation Executive Creative Director Jason Campbell adds, "We are thrilled to partner with the NBA to create ‘That’s Game’ and help tell the story of this game's impact in culture and around the world both on and off the court. Every hand that contributed to this work understood that truth, and we are excited to continue unpacking its meaning long into the future."
The first spot lasts a minute and revisits transcendent moments inspiring communities of fans worldwide, whether it is a team raising a championship trophy, a draft prospect getting his name called and achieving his dream of playing professional basketball, setting a fashion statement heading into an arena, and elevating a social justice movement, among others. You can see said spot below.
In addition, a thirty-second clip has been tailored for the upcoming NBA postseason, serving as a reminder of why these specific moments are THAT special. You can see this spot below.
In addition to this clip, the league is also conducting separate fan engagement activations, which includes:
NBA House: select social media content creators and influencers will be based together in Los Angeles and will be tasked during the postseason to create exciting social media moments, providing custom content and programming to get fans into the game's cultural epicenter.
Fortnite: the NBA has forged a partnership with the game to not only provide outfits from all thirty teams available on sale at the Item Shop, but also starting on May 25, players can head to the "Creative Mode" and have the opportunity to check out the NBA Welcome Hub, which will host NBA-related experiences and content. In addition, All-Stars and Fortnite players Donovan Mitchell and Trae Young will share their player "locker bundles," revealing their favorite items to wear while playing.
UnitedMasters: the NBA also tied up with UnitedMasters, which would allow the latter's roster of artists to craft unique content that supports and helps define the campaign.
Social Justice: the "That's Game" campaign will also share stories across the NBA's platforms reflecting the league's commitment towards social justice. The NBA recently announced a new award tailored towards that kind of commitment with the Kareem Abdul-Jabbar Social Justice Champion, and through the NBA Foundation made investments in black communities and with the National Basketball Social Justice Coalition, established their advocacy for policy change.
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