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Golden State Warriors Celebrate Legacy with Game Recognize Game Campaign


In the Golden State Warriors’ final season playing at Oracle Arena in Oakland, ‘Game Recognize Game’ is a dedicated campaign to recognize the famously loyal fans who’ve supported the Warriors across five decades of history. ‘Game Recognize Game’ celebrates the franchise’s legacy in Oakland through novel pairings of Warriors players -- old school and new -- that have given fans reasons to cheer for 47 seasons. The tagline also winks at local fans who recognize the 1993 Bay Area rap anthem of the same name.

Game Recognize Game is the first work for the Warriors by Duncan Channon to acknowledge fans as the franchise transitions from Oakland to San Francisco’s Chase Center in fall 2019.

The campaign debuts October 15 wrapping Oracle Arena in advance of the Warriors v. Thunder season opener -- with OOH appearing throughout the Bay Area. TV spots will air on CSN Bay Area and ABC. A second phase of OOH is planned that features actual Bay Area fans, and spotlights the diverse neighborhoods that make up Dub Nation. To complement the creative campaign, the Warriors will also host in-arena activations to help fans celebrate memorable moments across five decades of Dubs.

Five Decades of Dubs


"The 2018-19 Golden State Warriors could be one of the best squads to ever take the floor in the NBA, but the campaign reflects the idea that the defending champions know they were built on the backs of fifty years of Warrior teams running the floor in Oakland,” said Parker Channon, co-founder, Duncan Channon. “They know that before the Splash Brothers, there was run TMC. And Manute and Sleepy and Rick Barry back in ‘75. All supported by a fan base that’s never left their side.”

“The mutual respect between the Dubs and the fans is a big part of what resonates in the Game Recognize Game idea,” added Channon. “Seeing a Warriors super team built across generations feels like the ultimate gift to the fans, and a natural fit for a team that routinely acknowledges the work and history that precedes their accomplishments today.”

The Players that Built Dub Nation


“Bringing the Game Recognize Game idea to life visually using nearly 50 years of photography was a fun challenge,” said Jennifer Kellogg, design director, Duncan Channon. “We were intentional about treating the photography to make players from different decades feel like they’re in the same world, on the same court. And, The Game Recognize Game type reflects off of itself to convey this sense of appreciation and interaction between the generations of players and fans.”

Credits: Game Recognize Game

Client: Golden State Warriors
Agency: Duncan Channon
Creative director: Parker Channon
Creative director: Michael Lemme
Design director: Jennifer Kellogg
Senior designer: Shannon Burns
Senior designer: Alexandra Camacho
Senior copywriter: Andy Whalen
Copywriter: Brandon Sugarman
Senior art director: Adam Zash
Studio designer: Scott Whipple
Senior broadcast producer: Keenan Hemje
Senior digital producer: Eric Kozak
Senior art buyer/print producer: Diana Courcier
Associate producer: Emily Sarale
Senior strategist: Brandon Sugarman
Account director: Nick Gustafson
Account manager: August Fischer
Senior project manager: Rosheila Robles
Director of communications planning: Leslie Diard
Communications planning supervisor: Kurt Garvey

Video Production
Editor: Kevin Bagley
Post production: Matt Trivan
Animation: Charlie Hong
Music: Songs for Film and T.V.
Audio mix and sound design: One Union
Image composition and retouching: DMAX Imaging

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Betfair and Leo Burnett Showcase What it Means to ‘Play Smart’ with Global Football Superstars


Online gambling company Betfair and creative agency Leo Burnett London have launched an integrated campaign called ‘Betfair Play Smart’ targeted at new and existing customers and using world-renowned sports legends to show them how to ‘Play Smart’.

Leo Burnett London were tasked to create a campaign that highlights Betfair’s position in the market as the go-to place for smart betting by leveraging their sponsorship contracts with Arsenal F.C, FC Barcelona and Juventus F.C.

Using Betfair’s access to high profile talent as part of their sponsorship contracts, the campaign consists of three online films, using 12 world renowned football players, including; Bernd Leno (Arsenal FC) Leonardo Bonucci (Juventus FC) and Philippe Coutinho (FC Barcelona)

The club films convey how the football players assess, predict and anticipate moves before they happen, both on and off the pitch, emphasising Betfair’s position as being the place for smart bettors and a platform that embodies ‘Playing Smart’.

The Play Smart campaign is the sponsorship evolution of the Betfair campaign ‘Where Gut Instinct Meets Smarts’, building on the cognitive process of blending instincts, intelligence and competitiveness and the ability to ‘Play Smart’.

The campaign will be supported on social channels including Facebook, YouTube, Instagram and Twitter with a series of tactical short form edits, designed to drive viewers to watch the three club films. The edit featuring FC Barcelona’s attacking midfielder Philippe Coutinho will be turned in to a TV ad for Spanish markets broadcasting this week.

Stephen Mault, Brand Director at Betfair said: “We set out to create a digital led campaign, that would leverage our high-profile partnerships with FC Barcelona, Juventus and Arsenal to support our international growth. The creative positions the brand as the destination for the smart bettor, while building association between the brand and our high-profile partners. We’re delighted with the creative and the output is testament to the combined effort of brand and agency.”

Liam Hopkins, Board Account Director at Leo Burnett London said: “Betfair have managed to navigate a whole series of parameters to deliver a pioneering campaign in under one hour for each club shoot. They have positioned themselves as the place for people who ‘Play Smart’ and showcased their fantastic football sponsorship portfolio at the same time in this truly collaborative effort”.

Credits:
Title/Project - Betfair Play Smart

Agency - Leo Burnett London
Agency contact - Liam Hopkins, Client Lead

Client Name, Harry Phillips, Head of Sponsorship & PR

Copywriter - Liane Dowling
Art director - Gareth Butters
Planner/CSU Director - Ben Felton
Designer - Ron Morrison

Production company - Tangerine Films
Director - Ben Jones

Audio Post Production - Prodigious

Post Production - Prodigious

Exposure (media channels) - Facebook / Twitter / Instagram / TV – Spain & Brazil (Barcelona only)

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