NBA
“NBA LANE”
The NBA’s Diamond Anniversary.
75 momentous years of awe-inducing game that has elevated what it means to be a sports league by seamlessly passing down fandom to each new generation and continuously shaping culture.
THE CHALLENGE
How do you encapsulate a culture that evolves every day into one cohesive, celebratory campaign spanning 75 seasons?
THE IDEA
Welcome to NBA Lane.
Where 75 years of history lives together in one basketball utopia. We imagined a world that could house stories of the past, present, and future in a way that would resonate with young, old, hardcore, and casual NBA fans alike because they could ALL see themselves playing a role in this endlessly vibrant community.
THE WORK
Our initial expression of this world was a short film called “Welcome to NBA Lane” which starred over 30 current and former NBA players. Actor Michael B. Jordan served as our neighborhood guide.
Because NBA Lane represents a community built over three quarters of a century and, just like our game, it keeps getting greater, we launched subsequent episodes for Christmas, the Playoffs and NBA Finals, all welcoming new fans to The Lane.
THE RESULTS
Within hours, views for the launch film quickly jumped up to over 83 million. Over 50 “easter eggs” that tapped into the layered meaning of the game kept fans coming back to find more and more hidden gems, helping to generate millions of engagements from both players and fans – who even showed off their own visions of NBA Lane.
All to the tune of an unprecedented 8% jump in year-over-year TV ratings.