Arriving at the NBA's apex moment meant pivoting marketing creative. The ultimate fan “Non-stop”, who anchored the majority of the 22/23 season, was no longer relevant now that the season was coming to an end. The NBA was looking for creative that would announce the season’s finale, match the scale of the event, and broaden its reach.
So how do we make the NBA Finals feel important and inclusive? By building a campaign that resonates with core and casual fans alike, and gets them to tune in to a linear network broadcast.
Both our core and opportunity audiences were tuning in to see incredible performances. Our campaign needed to portray the NBA Finals as an entertainment experience, bringing together sports fans of all levels. Inclusivity happens by broadening the Final’s cultural significance.
By positioning the NBA Finals beyond the sports category into a can't-miss cultural event, we treated it as a global entertainment spectacle, elevating its look to that of the Academy Awards, giving basketball’s biggest moment the significance it deserves.
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 the varying digital static formats to animated OOH and print, we had this campaign covered.