NBA Represent
The 6th Annual Awards
- Best Advertisement: 60 Sec and Under
- Best Website
ABOUT THIS ENTRY
Represent is a season-long campaign that seeks to celebrate the record 26 Canadian players in the NBA, while educating fans and inspiring them on this unique moment in time. This 60 second commercial spot features on-court highlights of the league's Canadian players and utilizes graphics, visual effects, and a unique script to tell the overarching Represent campaign story.
How does this represent “Excellence in Engagement”?
The advertisement’s tone and voiceover speaks directly to Canadian fans about the unprecedented place basketball now holds within the country and when combined with the unique player highlights, visuals, and educational graphics it exemplifies excellence in engagement.
Globally across sports, international players are becoming more prominent and significant, and Represent’s commercial spot has set a new bar for leagues, teams, and properties when celebrating local players with the purpose of driving fan engagement.
Objective
The Represent campaign was created to drive awareness around the record number of current Canadian NBA players with the specific goals of increasing NBA broadcast viewership and fan acquisition in Canada.
This 60 second commercial spot is the hero marketing asset for the campaign and its purpose is to elevate local players both individually and collectively to drive these goals.
Strategy & Execution
The impetus for the advertisement and the campaign came from a 2023 survey which polled Canadian sports fans on a 60 second advertisement that focused solely on Canadian players. That ad was used as an acquisition tool for the NBA Mobile App and 77% of respondents answered that the ad ”made them feel proud to be Canadian.”
We leveraged that insight and others to build out Represent to engage the modern sports fan.
In this advertisement, as well as across mobile and digital, images and words move fast. Stills, text and motion are merged. Across the globe now, screens and sports moments are too and they take different forms. This advertisement represents the modern sports fan experience.
The overarching strategy was to drive excitement around this record, by pairing those attributes with Canada’s most recognizable athletes through energized and fast-paced highlights.
Organizations
- NBA
- Halcyon Post
- Made By Article
Links
Featured
- Shai Gilgeous-Alexander
- Jamal Murray
- RJ Barrett
- Shaedon Sharpe
- Andrew Wiggins
- Luguentz Dort
- Bennedict Mathurin
- Chris Boucher
- Olivier-Maxence Prosper
- Andrew Nembhard
- Nickeil Alexander-Walker
- Dillon Brooks Kelly Olynyk
- Oshae Brissett
- Dalano Banton
- Brandon Clarke
- Trey Lyles
- Cory Joseph
- Caleb Houstan
- Tristan Thompson
- Dwight Powell
- Leonard Miller
Credits
Leah MacNab
Managing Director - NBA Canada
National Basketball Association
Daniel Freiman
Director, Marketing and Fan Engagement
National Basketball Association
Jordan Nelson
Senior Manager, Digital & Social Content
National Basketball Association
Ashton Lawrence
Senior Manager, Communications
NBA Canada
Roland Eksteins
Producer & Production Manager
Halcyon Post
Tim Symes
Documentary & Commercial Editor
Halcyon Post
Jay Macmillan
Film Editor + Director
Halcyon Post
Ryan Sax
Founder
Made By Article
Camille van Groll
Project Manager
Made By Article
Blake Bowman
Design Director
Made By Article
Darcy Bloemen
Media Specialist, Global Partnerships & Marketing
National Basketball Association
Jahnick Lambert
Social Media Specialist
National Basketball Association
Tonya Davis
Senior Manager, International Programming
National Basketball Association
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
