Client
NBA
+
Scope
Film + Activation
NBA Lane
Project Summary
How do you encapsulate a culture that evolves every day into one cohesive, celebratory campaign spanning 75 seasons? Welcome to NBA Lane. Where 75 years of history live 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.
Result
80+ Million
Views within 24 Hours
8% Lift
Year-over-year TV ratings
Result
50+ Easter Eggs
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
Insight
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.
Insight
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Insight
