September saw NBA 2K unveil a global creative platform and its biggest ad campaign to date for the launch of the latest instalment of the world’s leading basketball sports simulation video game called ‘Answer The Call’.
To promote the roll out of the latest iteration of the game, NBA 2K23, the gaming brand created its first ever global creative platform designed to attract and engage a wider audience than ever before by offering everyone their own shot at greatness.
The campaign, which spans several key markets across North America, EMEA and Asia, was developed with creative agency adam&eveNYC (who won the account at the beginning of the year) and media agency PHD Media.
Taking inspiration from the number 23 (an iconic number in the sport synonymous with the greatest player of all-time Michael Jordan) and the fact that the new version of the game features a set of ‘Jordan Challenges’, ‘Answer The Call’ sets out to celebrate the greatness within all hoops players.
Rather than focus on and glorify the top 1% of the gaming elite, this campaign aims to bring in a wider audience of NBA2K23 players than ever before by highlighting how all gamers can take their own shot at greatness by replaying some of Jordan’s most iconic career moments (in revamped game modes such as MyTEAM, The City and MyNBA Eras).
The campaign was spearheaded by an anthemic, 60-second hero launch spot featuring cover athlete and Phoenix Suns star Devin Booker and American rapper Jack Harlow (who also narrates the film) flipping the usual sports game ad script by showing utmost respect for the greatness of seemingly ordinary 2K players. The idea is that the admiration and respect shown for all gamers from two global superstars will shine a light on the proposition that ‘true greatness that lies in us all’.
The lead commercial, which is set to a track called ‘Hypnotize’ by hip-hop legend The Notorious B.I.G and was directed by Bradford Young at Serial Pictures, was accompanied by a set of companion spots and social content rolling out in phases over the next six months.
These include ‘NBA 2K23: Meeting of the Goats’ and ‘Welcome to NBA 2K23! NBA 2KTV S9. Ep. 1’: both of which dropped on 9 September.
https://www.youtube.com/watch?v=fA0BVt30pCk
https://www.youtube.com/watch?v=kexmzpH1LG0
The additional ad content features a string line up of NBA stars – including Chicago Bulls All-Star Zach LaVine and number two Draft pick Chet Holmgren (of the Oklahoma City Thunder) – and the brand will give NBA 2K players a chance to memorialise their own individual greatness both within the game and in a series of activations across the season.
“Modern-day greatness is more than trophies and rings. It’s the shoe deals, the hip-hop song shoutouts and the building-size murals,” explained adam&eveNYC ECDs Dave Brown and Daniel Bonder. “With this campaign, we wanted to give every gamer a taste of the greatness that can be achieved through NBA2K23. Of course, it always helps having Devin Booker, Zach Lavine, Chet Holmgren and Jack Harlow delivering the message.”
The campaign was created for a team at client 2K Publishing which included Chief Marketing Officer Melissa Bell, VP Head Of Global Marketing Alfie Brody, VP Global Creative Marketing & Design Services Sami Thessman, Senior Director of Global Marketing Sophia Formoso, Director of Global Marketing Strategy Benji Han and Director of Creative Marketing Production Kate Mazzeo by Adam&EveNYC.
The group working on the project at the creative agency was led by
Chief Creative Officer Richard Brim, Executive Creative Directors David Brown and Daniel Bonder, Creative Directors Frederick Nduna and Joel Francke, Copywriter Gabe Santana, Art Director Willow Ennen, Managing Director James Rowe, Head Of Integrated Production Abbie Noon, Senior Producer Jonny Weiss, Production Coordinator Victoria Glass, Account Director Andy Chang, Account Manager Dimandja Utshudi, Senior Project Manager Rikki Greenspan and Head Of Business Affairs Matthew Friday.
The production company was Serial Pictures with Director Bradford Young, Director Of Photography Shawn Peters, Founder/Executive Producer Violaine Etienne, Producer James Graves, 1st AD Kenny Taylor, Production Designer Akin McKenzie and Wardrobe Stylist Tiffany Hasbourne.
The edit house was Cabin Edit, the audio studio was Wave Studios NY, colour was handled by Company3 and VFX by The Mill NY.
Comment
This 2022 campaign followed in the footsteps of previous NBA 2K launch marketing initiatives and notable campaigns and promotions including ‘NBA2K21 BKMenuCourt’ and NBA 2K19’s ‘Everyone’s On’ and ‘Everyone Will Know Your Name’.
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