Owning culture to win a category
ESPN NBA
Challenge
Since 2008, the NBA on ESPN had been trying to own Christmas Day, but the NFL still dominated holiday viewing. America's sports mindset on Christmas was clear: football first, basketball second. ESPN needed to reframe the day and make the NBA unmissable.
Big Idea
We literally rebranded Christmas. Santa declared it XMS — The Official Holiday of the NBA — and gave the league's biggest stars a one-of-a-kind platform: his lap. We built 40+ executions that integrated across broadcast, social, in-show appearances, and music videos.
Results
Delivered the highest NBA Christmas Day viewership on ESPN in over a decade (up 40%).
Successfully reframed Christmas Day as a must-watch NBA moment, not an NFL default
Case Study
Spot: Cookie Time
Spot: Jumpshot Ron
Spot: Beal
Sports Center
Social: Outlet
Social: Ankle Breakers
Social: Epic Fadeaways
Social: Sweet Dunks