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.
Mark Porter – Marketing Manager
Jackson Wright – Marketing Coordinator
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
Scott Marsh – @scottie.marsh
Kentaro Yoshida – @kentaro_yoshida
Sarah McCloskey – @sarsar
Leif Podhajsky – @leifpodhajsky
James Jirat Patradoon – @jamesjirat