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New brand campaign leans into SportsCenter’s influence on sports culture
ESPN is unveiling a new campaign, That’s Gonna be on SportsCenter, focused on its flagship program. The campaign launches on Monday, September 10, and highlights a phrase that became part of the sports lexicon years ago, as the show became embedded into the fabric of sports culture. That’s Gonna be on SportsCenter is a reminder and celebration that there are moments in sports, and then there are SportsCenter moments.
Droga5 is the creative agency, and led the concept, creative development and direction for the multiplatform campaign.
“Whether it’s a memorable play or an infamous fumble, making it to highlight status on SportsCenter is a badge of honor,” said Wanda Young, SVP of Marketing and Consumer Engagement, ESPN. “That’s Gonna be on SportsCenter is an aspirational phrase uttered by athletes and fans alike, and we’re shining a light on its significance with this campaign.”
Added Norby Williamson, EVP and Executive Editor, Studio Production, “Fans have a personal connection with SportsCenter, regardless of where they engage with the show. The context and personality we provide around a highlight is a key differentiator, and this campaign illustrates the fact that it’s not truly a highlight unless it has made it on SportsCenter.”
That’s Gonna Be on SportsCenter is a multi-dimensional campaign that will come to life and engage fans across the ESPN platform. In the initial television spot, “Reflection,” a football player lamenting a botched play is visited by an other-worldly Kenny Mayne, who lets him know that the moment is definitely going to be on SportsCenter. Unfortunately for the player, it will be a part of the Not Top 10 segment, where highlights are celebrated for their infamy, rather than achievement.
Coming this Fall, ESPN’s game producers will begin flagging SportsCenter-worthy moments in real time. During live game action, That’s Gonna Be on SportsCenter graphics will appear when Top 10 or Not Top 10 moments occur, serving as a natural extension of the campaign.
Fans will have an opportunity to get in on the action as well with themed GIFs with the campaign expression, which will be loaded into the GIPHY library. From there, fans can identify their own SportsCenter highlights and share them across social media.
“We wanted to reaffirm why SportsCenter is the go-to destination for all the highlights, lowlights, and everything in between that exists in the world of the SportsCenter audience. At the end — and beginning — of the day, SportsCenter serves as the ultimate curator that sees and breaks down everything that unfolds in sports, and those highlights are paramount to that experience,” said Brandon Pierce, Group Creative Director, Droga5.
SportsCenter has been ESPN’s signature news and information brand since the launch of the network, inventing the genre and setting the standard for serving sports fans. SportsCenter has evolved into a multiplatform presence and millions of fans connect with SportsCenter on a daily basis via television, the ESPN App and on social media platforms including Twitter, Instagram, Facebook, Snapchat and more.
That’s Gonna be on SportsCenter will complement the existing This is SportsCenter campaign, which launched in 1995 and includes a library of more than 400 spots.
That’s Gonna Be On SportsCenter :: Integrated Credits List
ClientESPN – SportsCenter
CampaignThat’s Gonna Be On SportsCenter
TitleReflection :30, :15
Launch DateSeptember 10, 2018
AgencyDroga5 NY
Creative Chairman — David Droga
Chief Creative Officer — Neil Heymann
Group Creative Director — Brandon Pierce
Art Director — David Spradlin
Copywriter — Evan Barkoff
Design Director — Mark Yoon
Designer — Erin Wilson
Senior Project Manager — Laura Rothman
Chief Creation Officer — Sally-Ann Dale
Director of Film Production — Jesse Brihn
Executive Producer, Film — Tricia Lentini Himot
Associate Producer, Film — Holly Schussler
Director of Business Affairs — Jocelyn Howard
Senior Business Affairs Manager — Kiki Powell
Producer, Print — Rose Mahan
Global Chief Strategy Officer — Jonny Bauer
Co-Head of Strategy — Harry Román-Torres
Strategy Director — Kevin DeStefan
Senior Strategist — Newman Granger
Communications Strategy Director — Michael Pignone
Communications Strategist — Emily Langham
Data Strategist — Joshua Gordon
Group Account Director — Shane Chastang
Account Director — Marissa Guerra
Account Manager — Tori Tessalone
Associate Account Manager — Melissa Pasternak
Legal Counsel — Sarah Fox
Associate Legal Counsel — Zachary Werner
ClientESPN
President, Global Marketing & Sales — Edward Erhardt
SVP, Marketing & Consumer Engagement — Wanda Young
SVP, Marketing & Brand Solutions — Sean Hanrahan
Sr. Director Marketing Strategy — Samira Zebian
Director Marketing Strategy — Curtis Friends
Associate Marketing Manager — Amanda Marcotullio
Sr. Director Original Content & Brand Intelligence — Edwin Roman
VP of Communications — Amy Phillips
Associate Director Media — Kimberly Hoang
Sr. Creative Director — Christopher McClure
Associate Design Director — Alex Zartman
Production CompanyArts & Sciences
Director — Mike Warzin
DOP — Ryley Brown
Managing Director — Marc Marrie
Head of Production — Ashley Rabin
Line Producer — Eric Matthew Sedorovitz
Production Supervisor — Bailey Reeves
EditorialExile Edit
Editor — Katie Turinski
Assistant Editor — Ling Chua
Executive Producer — Sasha Hirschfield
Head of Production — Evyn Bruce
Sr. VFX Producer — Gwynne Evans Reid
Flame/VFX Artist — Dino Tsaousis
TelecineCompany 3
Senior Colorist — Sofie Borup
Producer — Alexandra Lubrano
SoundDesignWave Studios
Sound Designer — Aaron Reynolds
Executive Producer — Vicky Ferraro
Sound MixingHeard City
Mixer — Philip Loeb
Executive Producer — Gloria Pitagorsky
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