Rise Together
Rise Together
Client: ESPN
Agency: R/GA NY
Highlights: Launch of Champion Black Businesses | Featured throughout the 2020 NBA Playoffs | Michael B. Jordan & Tracee Ellis Ross Features
Making sure the NBA Playoffs returned with purpose.
The 2020 NBA Playoffs were unlike any other. Amidst a global pandemic and a global social justice movement, players were returning to the game as athletes and as activists. Representing this duality for players and fans was what Rise Together tapped into. The Playoffs launch moment was followed by a Rise Together renewal to promote the finals. The platform also launched Champion Black Businesses, which involved making ads for Black owned businesses that aired during the final game of the finals - the most expensive media spot ESPN has on offer.
The Playoffs Return
In 2020 all we had was existing highlight, stock and zoom calls. And Michael B. Jordan.
The Finals
The script was inspired by real quotes from some of the games great players and coaches, including Kobe Bryant, Phil Jackson, LeBron James, Michael Jordan and more. Tracee Ellis Ross handled the VO.
Champion Black Businesses
Black-owned businesses were disproportionately affected by the pandemic, representing more than 40% of pandemic-induced business closures. So ESPN, in collaboration with The Undefeated, the NBA and ABC, committed to utilizing the NBA Finals' stage, one of the biggest media moments in all of sports, to promote Black-owned businesses in 2020 & 2021.
2020: Lil Greenhouse Grill Historic Overton, MIA
2021: Lomar Farms, NY
2021: The Cookie Society, Frisco, TX
2020: Hilltop Coffee, Inglewood, LA
2021: Hakim’s Bookstore, Cobbs Creek, PA
2021: Ride On! Bike Shop, Leimert Park, LA
Shark Tank
In partnership with ABC's Shark Tank, two in 2020 and four in 2021 selected Black-owned businesses sat down one-on-one with Daymond John, Mark Cuban, and Robert Herjavec to seek advice and mentorship on the business challenges they face every day.