There Can Only Be One
NBA Playoffs
Challenge
The NBA had a problem. Fans had lost their love for the game, players were fighting, refs gambling, ratings down 27%. The league felt unlikable. And the fan’s trust and emotional connection were broken.
Solution
We got in players' faces and had them speak the truth. Not hype. Not highlights. Raw honesty about fear, pressure, and what it actually feels like when everything's on the line. "There Can Only Be One" gave players permission to be vulnerable. We built it everywhere: print, outdoor, web, arena exteriors, microsites, t-shirts, even the NBA Finals program.
Results
61% ratings increase (reversing a 27% decline)
Inspired a Time Magazine cover
Spoofed by Saturday Night Live
Rebuilt emotional connection between fans and the league
Spot: Fear
Spot: Dreams
SNL Spoof
Social: Sweet Dunks
