Just in time for the playoffs, Sid Lee has launched a new spot for the Toronto Raptors which the Starks could totally get behind (there’s even a wolf). The new spot stokes fans’ anticipation of the upcoming games and northern pride with the tagline, “#WeTheNorth.”
The 60-second, Stark-approved spot starts with the line “We the north: In many ways we’re in a league of our own; one step removed; just beyond the boundaries…” and uses the Raptors’ distance from other NBA teams as a point of pride, a rallying call. “If that makes us outsiders, we’re in,” concludes the voiceover before a “Let’s go Raptors” chant emerges from the background. “#WeTheNorth,” which just launched yesterday, is part of a larger rebranding effort for the Raptors. If fans weren’t already excited for the Raptors’ bid in the NBA playoffs (starting tomorrow, against the Nets), the well-produced spot, which mixes game footage with stylized shots of a snowy Canada, should do its part to psyche them up. Credits after the jump.
Credits:
Agency: Sid Lee
President: Vito Piazza
Executive Creative Director: Dave Roberts
Creative Director: Jeffrey Da Silva, Tom Koukodimos
Art Director: Jeffrey Da Silva, Andrew MacPhee
Copywriter: Jeremiah McNama, Austen Morrow
Group Account Director: Jared Stein
Account Manager: Jacob Barnes, Nicki Franek
Vice President, Strategy: Dustin Rideout
Senior Strategist: Shai Idelson
Head of Production: Jeanic Larocque
Producer: Jac Benoit
Director: Stuart McIntyre/Steam Films Toronto
Director of Photography: Kris Belchevski
Offline Editor: Graham Chisholm/Married To Giants
Colour Grading, FX/Online: Alter Ego + The Vanity
Music/Sound Finishing: Apollo Studios