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Ever since Wieden + Kennedy let go of the reins of its masterful ESPN work, it’s been difficult to gauge the sports giant’s personality. “This Is SportsCenter” remains some of the most enjoyable advertising out there, and not just in its category. For years, W+K (and later, ESPN’s internal team) put a happy and clever face on sports, and Droga5 continued the tradition—yet the more profound human emotions of competition were underexplored.
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