NBA 2K19: Everyone's On by Butler, Shine & Stern & Partners (BSSP)

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NBA 2K is infusing in-game statistics into its latest campaign to highlight the magnitude of its flagship property.

NBA 2K19 and BSSP launched the Everyone's On campaign across out-of-home, digital banners, video and social that leverages in-game data — like number of three-pointers made and how many times Michael Jordan beat LeBron James that day — to showcase the global reach of the NBA 2K community.

"Hundreds of thousands of players are active on NBA 2K at any given time," said Matthew Curry, chief creative at BSSP. "And when you start digging into that — what team, what players, what moves, what dunks, what reimagined rivalries — the data starts to tell an interesting story. Combine that with all the hype and culture surrounding this game, the different people playing — gamers, NBA stars, celebs, musicians — and it’s clear it’s the party everyone’s at."

Curry said the creative process started at the least creative place imaginable: the data. Those numbers turned into eye-catching headlines, like 'The Lakers have won 291,342 championships this year,' and 'The Knicks beat the Celtics 23,344 times last night.'

Numbers in the campaign's digital OOH elements are updated regularly, like the one at the LA Live takeover at Staples Center, where basketball fans can enjoy the online and in-person game experience simultaneously.



Matthew Curry – Chief Creative Officer

Sinan Dagli – Creative Director

Hunter Fine – Copywriter

Chris Araujo – Art Director

Jim Vaughn – Executive Producer

James Sablan – Sr. Producer

Tyler Neely – Producer

Jake Bayham – Associate Director of Strategy

Ashley Heltne – Account Director

Mal Gretz – Account Supervisor

AJ Marino – Account Supervisor

Production Team – Bonfire

Pete Fleming - Editor

Julie Dominguez - Assistant Editor

Pamela Tuazon - Motion Graphics

Phil Spitler - Lead Creative

Sheila Smith - Head of Production

Mary Mathaisell - EP

Zach Rubin - Head of Business Development

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