The 2022-2023 season was unprecedented. The Miami Heat, a Play-In Tournament team made the Finals, and Denver won the championship for the first time ever. As teams prepped for the following season, parity was at an all-time high, meaning that the only thing that NBA fans knew they should expect for the following year was the unexpected. And for players and teams, it meant that the season could belong to anyone.

Our objective was to remind audiences that for the 2023-2024 season, there were no favorites, no assumptions and no guarantees. And because this season was so wide open, no matter who you are in the NBA family — a player, a coach or a fan — there’s skin in the game for us all.

“EVERYONE’S GAME” builds universal anticipation and excitement for the 2023-24 season. The line’s triple-meaning worked hard. EVERYONE’S GAME is a declaration of the season’s wide open nature – it’s anyone’s game to win or lose. It also shows the strength of the league — every team is up for the challenge — while tipping our hat to the universal love for the game - there’s something in the game for everyone. We brought this idea to life by showing the league’s top talent with forward momentum, outrunning and outworking each other in preparation for the season. Jamal Murray and Kentavious Caldwell-Pope run steps at Red Rocks; Bradley Beal practices his dunks in the Arizona desert; and Jayson Tatum shows off his handles in downtown Boston. We represented the entire NBA family as well, spotlighting everyday fans, as well as soccer star Alex Morgan and WNBA legend Sue

Our strategy was to highlight the unprecedented talent pool and competitiveness that makes the NBA one of the most exciting—and inviting — sports leagues to watch right now. Because when this many players and teams have something to prove, every fan has a reason to watch. We needed a singular idea powerful enough to drive brand love all season; versatile enough to flex across tentpole moments like the postseason and holidays; and simple enough to be adopted by broadcast partners.

Our target audiences were “light” and “heavy” NBA viewers, though we were also challenged to engage fans of other sports (NFL, soccer, etc.).

The spot ran on multiple channels across linear, social and digital, and was dubbed into Portuguese and

Chinese for international audiences as well. The work reached over 44 million viewers, garnered over 38,000

organic mentions and yielded 88% net positive sentiment.