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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The filmโs protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a childโs life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
