Conscious Minds Asks ‘Who Do You Collect?’ for Panini

By Erik Oster 

Portland/Los Angeles-based creative content studio Conscious Minds recently launched a “Who Do You Collect” campaign for Panini with a two-minute spot entitled “Simon Says.”

The ad stars Oklahoma City Thunder star Kevin Durant, who shows up when a boy takes out his Panini NBA trading cards to pass the time while waiting for his father in an empty basketball court. Sparked from the boy’s imagination of on-court heroics, Durant asks “So what happens next?” and soon he’s following, simon says style, as the boy dictates his next move. It’s a cute approach, and a convincing enough demonstration of what the brand means to its young fans, but could have easily benefitted from being cut down to 90 or even 60 seconds as the action drags in spots and Durant doesn’t even show up for the first 30 seconds or so.

The ad’s launch follows Panini naming Durant its  global NBA spokesman in a deal that gives the star small forward “unprecedented input” into the development of the brand’s NBA trading cards. “Kevin has a passion and an understanding of our business and how it translates to engaging NBA and KD fans—whether you are collecting Panini trading cards or want to get autographed memorabilia of Kevin from Panini Authentic,”Panini America vice president, marketing Jason Howarth told Slam. “We’ve seen his level of interest grow from when he first joined Panini to understanding what we do, how we do it and want to be a part of that. As we move forward with the new partnership we’re excited to have the opportunity to get feedback and even encourage his creativity on designing trading cards or creating unique memorabilia items for his fans.”

Client Panini America
Title: “Simon Says” #WhoDoYouCollect
VP of Marketing: Jason Howarth
Director of Hobby Marketing: Tracy Hackler

Agency: Conscious Minds
Managing Partner: Blake Heal
Account Director: Travis Harper
Creative Director: Cameron DeArmond

Production Company: Conscious Minds
Executive Producer: Blake Heal
Producer: Jeff Keith
Directors: Jonathan Green, Julian King
Director of Photography: Julian King
Writers: Michael Bishop, Jonathan Green
Editor: Peter Garriott

Post Production: Conscious Minds
Editor: Peter Garriot
Color: Jeremy Ian Thomas
Music Composition: Bryan Scary
Sound Mix: Joe Basile