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NBA 2K19: A Boy with a Name by Butler, Shine & Stern & Partners (BSSP)

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Greek Freak is his nickname. Six steps is the number it takes him to get across the court. Fear the Deer is his team’s tagline. Rise, as in he’s on the rise to stardom. These are the key words and attributes to describe NBA 2K’s newest cover athlete – its first international - Giannis Antetokounmpo.

Centered on the notion that NBA players like Antetokounmpo are becoming cultural icons and legends, however the masses don’t always know his name, this initiative aims to highlight his humble beginnings and take fans through his inspirational journey to stardom. A journey which NBA 2K players can emulate through the game, reaching that level of status where one day others will know their name too. Giannis is now a Milwaukee Bucks standout and two-time NBA All-Star, and has earned the nickname “Greek Freak” for his incredible athletic abilities. In addition to phrases which hold significance to Giannis appearing on his Standard Edition cover and video, the video also features a voiceover by his mother, making the piece even more personal.

'They Will Know Your Name' campaign first launched on June 5 with the reveal of the NBA 2K19 20th Anniversary Edition featuring cover athlete LeBron James and the introduction of the new NBA 2K19 tagline. That was followed by the release of a mini-documentary featuring newly-drafted basketball star, Trae Young, on June 20 and a stunt at the NBA Draft. Picked #5 overall by the Atlanta Hawks, Young had “They Will Know Your Name” sewn into his suit jacket, which he flashed to the cameras on national TV.

The cover art and video featuring Giannis were created by BSSP, and will be promoted predominately on 2K’s social channels: Instagram, Facebook, Twitter and YouTube. All content will drive fans to pre-order the Standard Edition version which is available September 11.


Agency: BSSP

Sinan Dagli – Creative Director

Zach Shapiro – Senior Art Director

Patrick French – Copywriter

Zack Browne – Copywriter

Vince Genovese – Executive Director of Integrated Production

Jeremy Arth – Senior Producer

Alex Eley – Account Director

Mal Gretz – Account Supervisor

Nico Litonjua – Editor

MK12 – Production Company

One Union Recording – Mix

Matt Zipkin – Engineer

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