NBA
Fun gets parodied by SNL and Time Magazine.
Task
Reverse falling ratings and restore fan faith in the NBA.
Results
Ratings went up a historic 61%.
The year is 2007. NBA players were fighting and ratings were down 27%. The NBA had to make fans like the individual players again. We created a campaign that got up in the players faces and had them speak from the heart. The campaign was so successful it became a part of pop-culture and was co-opted by SNL and Time Magazine.