After years as the NBA’s underdog, The Golden State Warriors are in the middle of a historical run. To ornament their ascent and recent achievements, the Warriors tapped R/GA for ‘It’s Our Time,’ a campaign set to galvanize ‘Dub Nation’ and engage them in voting Warrior players into the 2018 NBA All-Star Game.
The campaign will run on local television, radio, out of home, social media and in-stadium digital and print displays. It will showcase the current success of Warriors basketball, encourage fans, to savor the moment, and urge them to vote.
Fans can also turn to Facebook, Instagram, Twitter & Weibo, which will activate users at times throughout the day that coincide with players’ numbers and stats. Through clever hacking, fans will be targeted in voting cycles to maximize existing time-based behaviors and encourage new ones. To further spread the Warrior’s message, and their 'Strength In Numbers' R/GA collaborated hand-in-hand with the Warriors’ production and social departments, and engaged members of the community, like Warriors’ hypeman Franco Finn, and local influencers like Instagram artist @pablo.rochat, Oakland rapper Kamaiyah, and streetwear designer Oaklandish.
The campaign theme also extends to a dedicated voting website featuring Player Clock artwork. These illustrations (rendered by renowned artist Hellovon) show the 360-degree skills of record setting All-Stars Stephen Curry, Kevin Durant, Klay Thompson, and Draymond Green superimposed as the hands of a clock.
An exciting endeavor for R/GA San Francisco, this integrated social campaign is the first partnership between the office and the Warriors Organization.
Agency: R/GA San Francisco
Adam Reeves – executive creative director
Russ Chao - creative director/writer
Kevin Koller - creative director / art director
Arthur Petrillo – Art Director
Naree Kae - designer
Scott Steele - copywriter
Kelsey Eaton - art director
Executive production director Ellie hardy
Strategist - Anjali Madison
VP client services - Andy McKinney
Visual effects - Felipe mahalem
Music: The ski team
Post production: No Bad Days
Editor - Ivan Shoemaker