We were tasked with creating the playbook for the NBA in Asia.
The big idea of the new brand book was "Because", based on the social meme of "Because sportscar..."
Why? Because NBA fans always had a reason to support their teams, fans, shots, and more.
And so we brought the brand to life by tapping into the culture and giving every fan even more reasons to love the NBA in Asia.
Instead of passively reporting on news, we instantly turned every piece of comms into a reason to care, support, and engage with the brand.