Goodby Silverstein & Partners recently launched a “Strength in Numbers” campaign celebrating the Golden State Warriors’ record-setting season with the 30-second spots “73 Wins” and “2-Time MVP.”
“73 Wins,” obviously, focuses on the team’s record number of victories this season, counting down the wins via hash marks over black-and-white footage of Steph Curry and teammates celebrating a victory.
It keeps things simple and celebratory–which is fitting to appeal to Warriors fans–and ends with the “Strength in Numbers” tagline.
“2-Time MVP” focuses on Curry’s second consecutive MVP award. Continuing the minimalist approach of “73 Wins, it shows black and white footage of Curry sinking a shot with a pair of yellow hash marks appearing onscreen.
There’s no mention of the fact that Curry was the first-ever unanimous MVP selection, presumably because the agency made the spot well ahead of time. And while it was easy to predict that Curry would win, it was less obvious that he would make history with the unanimous vote.
The larger effort also includes out of home work, branding pieces for inside the stadium, and a new logo to go with the theme.
CREDITS
Client
CEO: Rick Welts
Chief Marketing Officer: Chip Bowers
VP of Marketing and Digital: Kenny Lauer
VP of Public Relations: Raymond Ridder
Senior Marketing Director: Amanda Chin
Team Marketing Director: Caleb Homeres
Project Specialist: Fernan Joco
Creative
Co-Chairman: Jeff Goodby and Rich Silverstein
Executive Creative Director: Margaret Johnson
Creative Directors: David Suarez and Danny Gonzalez
Creatives: Kyle Lamb, Andrew Livingston, Kurt Mills, Charles Lee, Louis Xinran Li
Content Creative: Quinn Gravier
Design Director: Chris Peel
Production
Director of Broadcast Production: Tod Puckett
Senior Print Producer and Art Buyer: Noah Dasho
Printer Producer and Art Buyer: Joni Wittrup
Director of Experiential, Music Supervisor: Todd Porter
Post Production
Post Production: E Level Films
Director of E Level: PJ Koll
Post Producer: Alison Plansky, Luke Dillon
Motion Graphics Creative Director: Mike Landry
Motion Graphics Artists: Ratha Nou, Karim Fawzy, Alex Cummings, Jason Jobe, Chad Ford, Anthony Enos
Senior Audio Engineer: Dave Baker
Audio Engineer: Nicholas DeMatteo
Account Services
Account Director: Jason Bedecarre
Account Manager: Molly Navalinski
Assistant Account Manager: Angela Trinh