The success of a professional sports season rests on how many people tune in for its finale. It's all about TV viewership. For the NBA, two major roadblocks stood in their way. First, the NBA Playoffs and Finals lacked an equitable name like the Super Bowl or the World Series. And second, the event lasts six very long weeks, with often hard-to-follow match-ups and viewing schedules. So our challenge was to create a compelling integrated campaign that dramatized the Playoffs and Finals on large scale, as must-see TV. And our goal was to do so in a modular, easy-to-follow way that stayed fresh throughout the six-week stretch.
