NBA All-star Week is back in New York City. To cut through the noise in NYC, and build the buzz that NBA All-Star warrants, we needed to build excitement throughout the year. From pre-promotion to the weeks’ events to post-engagement, this is not just a day or a week’s event, but a season of fandom.
As the basketball capital of the world and the sport’s biggest stage, NYC provided us the perfect backstory to bring the event to life. The goal was to capitalize on everything New York has meant to basketball and vice versa, while introducing flexible tactics and ideas that can all be promoted under one strategic campaign. “Welcome Home Basketball” was that campaign.
Role: Creative Direction
Agency: Havas Sports & Entertainment