NBA All-star Voting 2017
NBA // HYFN // Motion + web + Broadcast
With a last-minute change of location for the 2017 NBA All-Star Game from Charlotte to New Orleans, the NBA approached us for help driving daily participation on their voting site while garnering excitement around the game itself. The campaign consisted of broadcast and radio spots, along with a variety of promotional content that could be localized for international partners highlighting the players and the details of the event. We also redesigned the web destination to incorporate new 2017 collateral without extensive re-coding.
From the start we rooted our executions in the contagiousness of Louisiana culture. In the simplest form this included references to iconic New Orleans landmarks, along with players and music from the area that would complement the spirit of the game. Trombone Shorty and his iconic brass sound ended up being the perfect fit to set the scene for the spot, with elements of funk, big-band, and classic NOLA flavor.
Along with production for the US, the spot had to be localized for global markets including China, Canada, and several other generic markets, resulting in a total of eight different final spots. Along with these, we needed to replicate our established aesthetic in various formats to further drive participation in voting through social media and the NBA app. This included everything from a website reskin, banner ads, TV and web video units, and radio spots.
