duncan228
08-15-2007, 08:02 PM
http://www.realgm.com/src_wiretap_archives/47607/20070814/nbas_new_slogan_where_amazing_happens/
NBA's New Slogan: "Where Amazing Happens"
NBA readies ‘amazing’ new ad campaign
By JOHN LOMBARDO
The NBA is putting the finishing touches on a new advertising campaign for the coming season with the theme “Where Amazing Happens,” marking a completely overhauled branding effort that will take on significant importance given the fallout from the recent referee gambling scandal that has jolted the league.
San Francisco-based Goodby, Silverstein & Partners is the NBA’s agency of record and is completing creative on the new effort, though concepts of the campaign were presented to team presidents during their meetings July 26-27 in New York.
The campaign’s theme has drawn praise from a number of executives who heard about it during the meeting, but the NBA is keeping details of the campaign under wraps until the season draws closer.
It is the second NBA campaign this year for Goodby, Silverstein & Partners. The shop did the “Unbelievable” playoff and Finals campaign featuring illusionist David Blaine during the 2006-07 postseason.
Though the creation of the campaign is an independent effort unrelated to the NBA’s referee gambling scandal, it likely will play a critical role in the league’s effort to distance itself from the scandal and drive fan interest beginning next season.
“We had a presentation of the preliminary concepts for the campaign and it is very clever and creative,” said Bernie Mullin, CEO of Atlanta Spirit, which owns the Atlanta Hawks. “It speaks to the passion of the game and it resonated among team personnel who saw it.”
According to one executive familiar with the theme, the conceptual presentation included a series of slides, one featuring Kobe Bryant and LeBron James dunking with the tag line “Where space walking happens.” Another slide depicted the dramatic photo of Michael Jordan sobbing as he holds the NBA championship trophy with the tag line “Where grown men crying happens.”
Eventually, the slides concluded with the tag line “Where Amazing Happens.”
“You’ve got to tell your story and what you stand for, and this is a campaign we don’t come up with every year,” said one team executive. “We have to tell people what we are about.”
“Where Amazing Happens” comes after the NBA reprised in 2003 the “I Love This Game” campaign, which ran 1992-99. That complemented the “Love It Live” theme used in 2000-03 during the playoffs.
“I Love This Game” was created by the agency then known as Goodby, Berlin & Silverstein, which later became Goodby, Silverstein & Partners agency.
NBA's New Slogan: "Where Amazing Happens"
NBA readies ‘amazing’ new ad campaign
By JOHN LOMBARDO
The NBA is putting the finishing touches on a new advertising campaign for the coming season with the theme “Where Amazing Happens,” marking a completely overhauled branding effort that will take on significant importance given the fallout from the recent referee gambling scandal that has jolted the league.
San Francisco-based Goodby, Silverstein & Partners is the NBA’s agency of record and is completing creative on the new effort, though concepts of the campaign were presented to team presidents during their meetings July 26-27 in New York.
The campaign’s theme has drawn praise from a number of executives who heard about it during the meeting, but the NBA is keeping details of the campaign under wraps until the season draws closer.
It is the second NBA campaign this year for Goodby, Silverstein & Partners. The shop did the “Unbelievable” playoff and Finals campaign featuring illusionist David Blaine during the 2006-07 postseason.
Though the creation of the campaign is an independent effort unrelated to the NBA’s referee gambling scandal, it likely will play a critical role in the league’s effort to distance itself from the scandal and drive fan interest beginning next season.
“We had a presentation of the preliminary concepts for the campaign and it is very clever and creative,” said Bernie Mullin, CEO of Atlanta Spirit, which owns the Atlanta Hawks. “It speaks to the passion of the game and it resonated among team personnel who saw it.”
According to one executive familiar with the theme, the conceptual presentation included a series of slides, one featuring Kobe Bryant and LeBron James dunking with the tag line “Where space walking happens.” Another slide depicted the dramatic photo of Michael Jordan sobbing as he holds the NBA championship trophy with the tag line “Where grown men crying happens.”
Eventually, the slides concluded with the tag line “Where Amazing Happens.”
“You’ve got to tell your story and what you stand for, and this is a campaign we don’t come up with every year,” said one team executive. “We have to tell people what we are about.”
“Where Amazing Happens” comes after the NBA reprised in 2003 the “I Love This Game” campaign, which ran 1992-99. That complemented the “Love It Live” theme used in 2000-03 during the playoffs.
“I Love This Game” was created by the agency then known as Goodby, Berlin & Silverstein, which later became Goodby, Silverstein & Partners agency.