To mark the start of the new 2020/21 NBA season and to leverage its game against the Brooklyn Nets, the Golden State Warriors marked the end of its 287 day game drought by rolling out a new campaign called ‘Joy In Buckets’.
Created in partnership with Goodby Silverstein & Partners, the campaign embodies the Warrior’s reputation as ‘the’ three-point shooting team and is spearheaded with a film celebrating the end of the basketball drought for Warriors fans by showering Bay Area hoops fanatics with rain.
To accompany the lead spot, which was directed by Bay Area native Dave Meyers and edited by GS&P’s in-house production arm E-Level, the campaign includes out of home executions, radio work, and social and in-stadium content design all launched in late December and early January.
“Joy has long been a core value for this franchise, notably manifesting on the court in the way our team plays. So this season, where the only certain thing is uncertainty, it made sense to anchor ourselves in the guiding principle that, joy changes everything. For 48 minutes, once again, we can escape by losing ourselves in the game we love,” said Warriors VP of Brand Marketing Amanda Chin.
“The Warriors are known to let it rain from deep,” added GS&P Associate Creative Director Anthony O’Neill. “But raining on fans across the Bay wasn’t easy, but the team around us was tireless. It shows the true love that people from the Bay have for this team.”
“The Warriors are one of the most famous franchises in the world” concluded GS&P associate creative director, Rony Castor. “Which is great, but also comes with a responsibility to always push the envelope.”
The campaign was created for the Golden State Warriors by agency Goodby Silverstein & Partners where the team included Co-Chairs Jeff Goodby and Rich Silverstein, Chief Creative Officer Margaret Johnson, Executive Creative Director Adam Reeves, Associate Creative Directors Rony Castor and Anthony O’Neill, Copywriter Tajj Badil-Abish, Head Of Photography Quinn Gravier, Designers Pedro Zuccolini and Benny Gold.
The Production Company was Radical Media with Director Dave Meyers, Director Of Photography Pergrin Jung, Producer Lisa Brugliera, President Frank Scherma, Executive Producer Jim Bouvet, Director Of Production Leila Gage, Senior Producer Christine Oh, Senior Print Producer Noah Dasho and Producer Brian Stanley.
Account services were handled by President Derek Robson, Executive Group Account Director Chad Bettor, Account Managers Casey Leong and Maria Ragusa, with brand and communication strategy led by Head Of Communication Strategy Christine Chen and Senior Brand Strategist Lucas Goodbody, with Business Affairs run by Director Of Business Affairs Judy Ybarra and Business Affairs Manager Kristian Evanculla.
The editorial, sound design and VFX company was Elevel with Co-Creative Director David Becker, Assistant Editor Steven Castro, Post Producer Marie La Tourette and Director Of Post Production Michael Damiani, plus Creative Director Mike Landry, Motion Artist Natasha Candelaria, Nick Bizzack, Luke Davisson, Zachary Seidner and Lauren Kong, with Executive Producer John Dutton and Producer Marie La Tourette, plus audio engineer Nic Dematteo.
Telecine was handled by Company 3 Los Angeles with Colorist Stefan Sonnenfeld, VP Short Form Ashley Mckim and Producer Blake Rice.
Comment:
For Warriors fans, it has been almost a full year without any signature Steph Curry three-pointers or Draymond Green forced charges and so this campaign celebrates and reinforces the team’s ‘Splash Brothers’ three-point shooting reputation.
One which has spearheaded a wholesale change in NBA tactics.
Links:
Golden State Warriors
Goodby Silverstein & Partners
https://goodbysilverstein.com/
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