ESPN x SOFLES

Winner PromaxBDA 2016 Best Brand Image Campaign

ESPN needed a campaign that engaged with an audience that went beyond the typical ESPN viewer of hardcore sports fans. Our goal was to hit a wider group of 18-30 year old males, casual sports fans who would emotionally connect and relate to the ESPN brand through a unique creative approach for broadcast and online.

ESPN required a creative approach that was highly shareable and depicted the ESPN brand as something relatable and cool among the target market. 

ESPN needed a campaign that engaged with an audience that went beyond the typical ESPN viewer of hardcore sports fans. Our goal was to hit a wider group of 18-30 year old males, casual sports fans who would emotionally connect and relate to the ESPN brand through a unique creative approach for broadcast and online.

ESPN required a creative approach that was highly shareable and depicted the ESPN brand as something relatable and cool among the target market. 

This is the 60 second creative which launched the campaign across broadcast, online and social.

The NFL season launch creative for ESPN.

The NBA season launch creative for ESPN.

This is a short documentary about how the ESPN Australia 2015/16 brand campaign came together. Seen from agency, client and artist perspective it provides an insight into the process involved and scale of the project.

15 second Instagram version for ESPN social channel.

Our Approach
As a video content agency we identified an opportunity to target a male audience that were not watching the channel already, but were engaging with video content across multiple devices. We wanted to find a youth category that depicted something cool and different but didn’t directly relate to what ESPN was about. Through research we identified a real movement among the core audience within social networks towards participating and sharing visual and video based street art and graffiti. We found that the street art movement and sport in essence were very similar in that these incredible moments in sport & street art only live for a very short time and that the audience was tribally similar and were moved by the same emotional motivations.

Understanding that ESPN as a brand is all about ’the best’ of sport we teamed up with the best Australian street artist Sofles and brought in Selina Miles as part of the Now We Collide Director Roster to collaborate on the projects. Filming at Carriageworks in Sydney over a week we captured 12 massive original artworks depicting the biggest and most pivotal moments from the NFL, NBA and X Games that would become the heart and sole of the content and campaign.

What We Provided

  • Creative Thinking – Concept development and creative.
  • Content Strategy – Road map for how to best execute the idea into content deliverables for: National Television, Facebook, YouTube, Instagram.
  • Pre Production and Planning – Acquisition of creative talent for execution of idea. Location, logistics and planning for production. Music acquisition, licensing.
  • Production & Filming – On location filming for 1 week at Carriageworks in Sydney.
  • Post Production & Delivery – Post Production, VFX, CGI, grade and colour, audio and post mix. Output and delivery of various formats for channel and brand.

Content Deliverables

  • 1x90” second video montage
  • 1x60” second video montage
  • 1x30” NBA 
  • 1x30” NFL
  • 1x30” X-Games
  • Instagram 15” Video teaser
  • 1x60” Behind the Scenes
  • 5 minute 'Making of Documentary’
  • Various stills for Facebook/Instagram

Results
The 60" launch video has gained the most views of any video on the ESPN Aus/NZ Facebook page with 360,655. It also has the highest shares of any other video on the Facebook page with 1,936 shares more than 10 times more than the next closest. This is significant as this organic reach indicates peoples willingness to advocate the spot and massively increases the awareness of the campaign.

The campaign launched during Jarryd Hayne’s NFL debut for the San Francisco 49ers and proved a winner for ESPN with the sports network recording its highest ever audience in Australia beating last year’s Superbowl. 

Content will continue to be released across 2015/16 campaign period.