ESPN
Fun stole Christmas from the NFL and gave it to the NBA.
Task
Make the NBA synonymous with Christmas day.
Results
39% rating increase, their biggest in over a decade.
Since 2008, the NBA on ESPN has been trying to own Christmas Day, but the NFL was still considered the sport to watch. To recapture Christmas, Santa declared it to be: XMS, The Official Holiday of the NBA. He gave some of the NBA’s biggest stars a one of a kind platform: his lap. Our Santa was everywhere; broadcast, social, ESPN in show appearances, music videos, etc.