New Campaign For ESPN On Kayo Sees Aussie Artists Bring NBA Superstars To Life, Via Now We Collide

New Campaign For ESPN On Kayo Sees Aussie Artists Bring NBA Superstars To Life, Via Now We Collide
B&T Magazine
Edited by B&T Magazine



Sports streaming service Kayo and ESPN have partnered with independent creative agency Now We Collide to launch a new campaign for the NBA playoffs featuring artworks of six basketball superstars, created by some of the biggest names on Australia’s street and fine art scene.

The ‘In The Paint’ campaign kicks off the celebration of this year’s NBA playoffs, and showcases original artworks by six high-profile local artists including Kentaro Yoshida, Sarah McCloskey, Leif Podhajsky, James Jirat Patradoon, Andrew Archer and Archibald Prize finalist Scott Marsh. Each artist was commissioned to create a reimagined portrait of NBA players LeBron James, Kevin Durant, Giannis Antetokounmpo, Kawhi Leonard, and home-grown Aussie legends Ben Simmons and Joe Ingles.

The campaign uses digital, social and out of home media across Sydney, with paid content on Facebook, Instagram and TikTok showcasing the artworks released this week. Digital OOH and murals will follow, extending the paid activity as national placements in high traffic OOH locations.

Mark Porter, ESPN Head of Marketing for Australia and New Zealand, said, “ESPN on Kayo provides sports fans access to some of the biggest sporting events in the world – with the NBA Playoffs attracting a rapidly growing audience in Australia and overseas.”

“This year, with two big name Aussies (Joe Ingles and Ben Simmons) competing,  we wanted to try something different and align more closely with the culture, creativity and love of the game. Each of the artists we are working with have a passion for the game and I think this shines through in the artworks created.”

The integrated social media and DOOH campaign created and produced by Now We Collide builds on the agency’s experience gained working with ESPN on various original content initiatives and campaigns since 2016, and follows the success of their NBA series ‘The Weekly Jam’ for ESPN on Kayo.

Ryan Bodger, Chief Creative Officer of Now We Collide, said, “this campaign is exciting because it gave us an opportunity to bring together an incredible calibre of Aussie artists and marry them with the game’s biggest superstars, to interpret in their own unique way.”

“Our hope is that it will not only appeal to sports fans, but also to fans and followers of the artists and art scene, extending the popular culture of the game.”

The NBA Playoffs kicked off Sunday, May 23, with the Finals game series scheduled to start on July 8. NBA fans and sports enthusiasts can watch the games live on ESPN on Kayo in Australia.

CREDITS

 

ESPN

Mark Porter – Marketing Manager
Jackson Wright – Marketing Coordinator

 

Kayo

Kim McConnie – Marketing Director
Carl Burgmann – Head of Social
Grant Kristiansen – Campaign Manager

Stephanie Lukin – Senior Brand Marketing Manager

 

Now We Collide
Executive Producer – Keir Maher

Executive Creative Director – Ryan Bodger

Creative Director – Kurt Toohey

Project Producer – Amy Watson

Art Director / Designer – Tim Barlow

Copywriter – Lyndon Christie
Designer – Mac Archibald

Media
Mindshare

 

Artists:

Scott Marsh – @scottie.marsh

Kentaro Yoshida – @kentaro_yoshida

Sarah McCloskey – @sarsar

Leif Podhajsky – @leifpodhajsky

James Jirat Patradoon – @jamesjirat

 

 




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