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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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Twelve Challenges Perceptions of Insurance Marketing with New Co-Op Insurance Campaign: ‘For Life’s Adventures’

Co-op Insurance has launched a social media brand campaign created in partnership with award-winning creative agency, PSONA Twelve, titled ‘For Life’s Adventures’.

The campaign was designed to challenge the existing negative tone of many insurance adverts and instead celebrates the wonderful, positive adventures in life that insurance enables us to do.

The centrepiece of the advert is a unique branded podium featuring a button labelled ‘press for adventure’. The adverts show curious pedestrians walking towards the flashing sign before receiving cards with a suggested adventure on it: a little girl is encouraged to give a+ gift, a woman dances with a hula hoop, and a holiday-goer is challenged to pack a suitcase as quickly as possible.

The work advertises Co-op Insurance’s full range of services including Travel, Car, Pet, Life and Home, each scenario reflecting that the company is there to take care of customers as they embark on their life’s adventures, big and small.

Neame Ingram, Creative Director at PSONA Twelve, said: “When it comes to insurance, most brands typically sell it on price, prangs and peace of mind. We wanted to take a different approach that brought people’s minds back to fun and away from seeing buying insurance as mundane or complex.”

Chris Twigg, Head of Digital added: “We wanted PSONA Twelve to deliver a campaign that fit with the persona and voice of the wider Co-op Group: friendly, helpful, and community-focused. Their work has achieved this brilliantly and illustrates that insurance doesn’t have to be something to be afraid of.”

The campaign launches on the 18th April for one month across social media (Facebook, Twitter and Instagram Stories).

The podium that has been created will also be used at events throughout the UK, allowing Co-op Insurance to maximise value of the campaign.

Title/Project: Co-op Insurance: For Life’s Adventures
Agency: Psona Twelve / Twelve
Agency contact: Kate Knight
Agency contact job title: Group Account Director
Client name: Debbie Aspery
Client job title: Social Media & SEO Specialist

Client name: Anna Morley
Client job title: Digital Engagement Lead
Creative Director: Neame Ingram
Creative team: Dave Paul & Natascha Davis
Planner / CSU director: Pierce Calnan
Exposure: Facebook, Twitter, Instagram

About Co-op Insurance:
Co-op Insurance is part of the Co-op, one of the world’s largest consumer co-ops, owned by millions of members. Alongside Co-op Insurance, we have the UK’s fifth biggest food retailer, the UK’s number one funeral services provider, and a developing legal services business.
As well as having clear financial and operational objectives, the Co-op is a recognised leader for its social goals and community-led programmes.

About Twelve:
It’s in our people and our work.
People who do more: experts in every area, whose energy and ideas spill into every other area.
Work that works harder: advertising that creates action, experiential that makes headlines, shopper that builds brands, B2B that touches people and social that sells. Ideas that do a lot, sometimes with not a lot: without huge budgets or lots of time. We think that matters, especially now.
For more information go to: https://www.twelve.agency/

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