Client
NBA
+
Scope
Film
The Heist III
Project Summary
As the NBA entered its third year hosting the Emirates NBA Cup alongside its new media partner Amazon Prime, the league was looking to cement the tournament as a new annual viewing tradition among fans. So we set out to revive our Heist campaign series as a meaningful reason for fans to care by underscoring the intense competition across all 30 teams and by doubling down on the players’ real investment in claiming the trophy. This installment of the trilogy hit the road and showed the whole league in an intense chase, all the way to the NBA Cup Championship.
Result
40+ Million viewers
The most-watched group stage ever
Result
3+ Million Viewers
Championship game broadcast
Insight
New traditions aren’t built through scheduling. They’re built through stakes. Fans don’t adopt a tournament because it exists. They adopt it when the competition feels real, and the players’ investment makes the outcome matter.
Insight
Our Heist film series shows that every player in the league will step up their game and stop at nothing to win when there's a trophy on the line, no matter the time of the season.
Insight
