In this campaign from CP+B LA, NBA 2K16 challenges us to #BeTheStory with a focus on the all-new MyCAREER storyline that was created for the videogame by filmmaker Spike Lee. NBA 2K16 is allowing gamers to star in their own Spike Lee Joint and experience what it’s like to rise to the NBA through an interactive storyline.
This spot has Lee introducing us to the importance of story when it comes to basketball. From street courts to high school and college gyms, to Madison Square Garden, he makes it clear that at every level of basketball, the story is everything. Even the three NBA 2K16 covers designed by 2K and CP+B celebrate the individual stories of this year’s cover athletes–NBA All-Stars Stephen Curry, James Harden and Anthony Davis–by featuring highlights that span their careers. The game covers, TV and online film are the first pieces in a multi-media campaign that will roll out as the year progresses. Like in the game, each piece of the campaign will show how the on and off court drama comes together to tell each player’s story.
Credits
Client 2K Sports/NBA 2K16 Agency CP+B LA Kevin Jones, executive creative director; Cameron Harris, VP/creative director; Nicholas Loftus, Jimbo Embry, associate creative director; Eric Scott, copywriter; Daniel Koo, art director; Kate Hildebrant, VP/director of video production; Sloan Schroeder, VP/executive integrated producer; Addison Born, integrated producer; Jake Welch, content supervisor. Production Plus Productions Cameron Harris, director; Kesshann Cortez, line producer; Peter Deming, Matt Bass, DPs. Editorial Lost Planet, Santa Monica, Calif. Max Koepke, editor; Glenn Teel, assistant editor; Karena Ajamian, post producer; Robert Owens, exec producer. Postproduction Method LA Wenson Ho, Flame artist. Audio Post Lime Studios, Santa Monica Mark Meyuhaus, engineer. Post Company 3 Stefan Sonnenfeld, colorist.
Continuing their partnership to combat the mental health crisis among America’s youth, the Ad Council and McCann New York have released the latest installment of the “Sound It Out” campaign which focuses on helping parents and caregivers have meaningful conversations with their kids about emotional wellbeing.
The new work, “Listening is a Form of Love,” focuses on the important role parents and caregivers play in supporting young people’s emotional wellbeing and is supported by new data from Surgo Health’s Youth Mental Health Tracker. The survey highlights that: 55% of youth (ages 10-24) report mental health struggles; and one in five youth report symptoms of depression, and one in four report symptoms of anxiety.
The film includes an interactive digital experience that invites parents to practice “holding space” by pressing the space bar to listen to kids sharing what they wish their parents could hear, in their own words. Along with this literal interpretation of the active listening the campaign encourages, the website also gives valuable tools to help parents and caregivers be better listeners, and in turn, better support their kids.
There is also this 60-second PSA--directed by Alex Fischman Cardenas via Greenpoint Pictures--which underscores the power and importance of listening to your loved ones.
