STARRY
3>2
It’s no secret that the 3-pointer has taken the NBA by storm over the last handful of years, thanks to guys like Steph Curry and Dame Lillard. Oh wait, not thanks to them? Whaaaaaat?
As the official soft drink of the NBA, Starry wanted to build awareness of not only their place in hoops culture, but also their ownership of the 3-pointer (sponsor of NBA 3PT Contest).
“3>2” is a campaign that tells the very true, never-been-told story of how two little pieces of citrus fruit, Lem and Lime, used simple math to revolutionize the game of basketball by inventing the three point shot.
Lem and Lime revealed their genius to the world during a takeover of the 2023 NBA Finals.
Media Mentions: ESPN, Sports Illustrated, AdAge, Revolt TV, The Drum, Yahoo News, Source Magazine, Black Enterprise, FanSided.
Campaign Elements: Online video, broadcast, social media, digital billboard, influencer.
Hero Film (3:33, OLV)
SOCIAL
The campaign utilized social content to support the overall storytelling, creating animated movie posters, social cut downs, and behind-the-scenes style videos to give the story more depth and bring it to life in a fun, more believable way for consumers.
BROADCAST
Throughout the 2023 NBA Finals, broadcast elements such as a :30 TVC and digital billboard ran during games on ESPN, and programming on NBATV.
CREDITS
AGENCY: TEN35
CD: Wisdom Sewell
ACD: Carlton Adams
DESIGN: Samyuktha Baliga