--- title: The Nonstop NBA | 5th Hashtag Sports Awards description: The Hashtag Sports Awards recognize excellence in fan and consumer engagement across sports entertainment. image: https://www.hashtagsports.com/hubfs/awards/shortlist-2023/the-nonstop-nba.webp --- # The Nonstop NBA [NBA](https://www.nba.com/), [Translation](https://www.translationllc.com/) The 5th Annual Awards Winner ![trophy-icon-silver](https://www.hashtagsports.com/hubfs/brand/trophy-icon-silver.svg) - Best Integrated Marketing Campaign Nominee 2x ✨ - Best Original Content or Series (Under 10 min) - Best Use of Culture, Music, or Entertainment ###### Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2023%2Fthe-nonstop-nba) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2023%2Fthe-nonstop-nba&text=The+Nonstop+NBA+%7C+5th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2023%2Fthe-nonstop-nba) ABOUT THIS ENTRY The NBA’s fan-base spans borders and generations – from the city kids playing on street courts in Philadelphia or the Philippines, to the casual fans who feed off the memes and highlights online, to the life-long die-hard live broadcast viewers in Indiana. This season, we created a campaign and character that could speak to everyone in the basketball universe. How does this represent “Excellence in Engagement”? The Nonstop NBA was rooted in the fans of the league. Every. Single. Fan. From the die hard who watches every single game and can’t stop their fingers from firing off tweets, to the newcomer who caught a game out of the corner of their eye in a bar and decided to stop and check what was good. Utilizing Nonstop as a character in our campaign and as an avatar of the league itself allowed for ways to appeal to the broadest possible audience base and to make every single type of fan feel spoken to. Nonstop was able to personify certain aspects of the league that helped push the overall narrative of the NBA forward and engaged our audiences at a direct one-to-one level. ![the-nonstop-nba](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2023/the-nonstop-nba.webp?width=1200&height=674&name=the-nonstop-nba.webp) Objective Coming off of a momentous 75th-anniversary celebration last season, it was time to embrace all the things the NBA does to stay on the cutting edge of professional sports and entertainment. This league has always been about embracing change and moving forward–existing at the crossroads of sports and pop culture means forever welcoming new generations of fans. With a new story every night and every game bringing more exciting action than the last, the NBA is always looking to what’s happening next (spoiler alert: It’s happening now). The NBA’s generational talents and neverending records are what drove us to make a short film highlighting the scope of the NBA’s influence. As the league marches on toward the century mark, this was the perfect opportunity to celebrate the excitement and evolution that is sure to come. Strategy & Execution This is The Nonstop NBA. Every basketball fan’s dreamworld, inclusive of all the things from the court to the culture that make this game so beloved. In The Nonstop NBA, every fan is represented, from the old school to the new school; from the die-hards who need to catch every game to those who just follow online for the jokes. This campaign is the personification of the league itself—fast and furious and with no signs of slowing down, while still bringing everyone along for the ride. Our social-first approach allowed us to connect with the younger audience and those fans who prioritize the social nature of the game, from inside jokes to memes, while our TV and radio spots took the same generation-spanning content and made sure it reached the more traditional fanbase. All of our audiences saw themselves represented in The Nonstop NBA, creating a generation-transcending campaign with noticeable results—the most-watched NBA Opening Night in 5 years with 7.3 million viewers, a 17% increase from the year before. **Organizations** - Translation - Prettybird - JANE - NBA **Featured Athletes** - Steph Curry - Tyler Herro - Joel Embiid - Jayson Tatum - DeMar DeRozan - Tyronn Lue **Credits** **[Kate Jhaveri](https://www.linkedin.com/in/katetaneyhill/)** CMO NBA **[Janine Dugre](https://www.linkedin.com/in/janine-dugre-4209893b/)** SVP - Creative Services, Brand & Advertising NBA **[Katie Papelian](https://www.linkedin.com/in/katie-papelian-b4a95749/)** Associate VP Marketing NBA **[Alaina Williams](https://www.linkedin.com/in/alainawilliams/)** Associate VP Global Fan Marketing NBA **[Matthew Halliwell](https://www.linkedin.com/in/matthewhalliwell)** International Advertising Lead NBA **[Rudy Crew](https://www.linkedin.com/in/rudy-crew-372aa793/)** Creative Consultant **[Cory Zalewski](https://www.linkedin.com/in/cory-zalewski-16570131/)** Senior Manager Promos and PSAs NBA **[Jason Campbell](https://www.linkedin.com/in/mrjasoncampbell/)** Chief Opertaing Officer Translation **[Sandi Preston](https://www.linkedin.com/in/sandipreston/)** Chief Strategy Officer Translation **[Mina Mikhael](https://www.linkedin.com/in/minamikhael/)** Group Creative Director Translation **[Steve Horn](https://www.linkedin.com/in/steve-horn-1933b438/)** Creative Director Translation **[Rob Lewis](https://www.translationllc.com/)** Senior Copywriter Translation **[Terrence Watson](https://www.linkedin.com/in/terrence-watson-43a1171a/)** Copywriter **[Kamiin Valree](https://www.linkedin.com/in/kamiin-valree-b0723b141/)** Junior Art Director Translation **[Kamiin Valree](https://www.linkedin.com/in/kamiin-valree-b0723b141/)** Junior Art Director Translation **[Matt Weisman](https://www.linkedin.com/in/matthewhweisman/)** Junior Copywriter Translation **[Alison Hill](https://www.linkedin.com/in/ahillatwork/)** Head of Integrated Production Translation **[Laura Ferguson](https://www.linkedin.com/in/ahillatwork/)** Executive Producer Translation **[Estevan Palomino](https://www.linkedin.com/in/estevanpalomino/)** Executive Producer Translation **[David Mintz](https://www.linkedin.com/in/david-mintz-b3773131/)** Account Director Translation **[Taylor West](https://www.linkedin.com/in/taywest/)** Account Director Translation **[Laura Palacino](https://www.linkedin.com/in/laura-palacino-b30374136/)** Senior Account Executive Translation **[Kate Perkins](https://www.linkedin.com/in/kate-perkins-strategy/)** Group Strategy Director Translation **[Alex Glaum](https://www.linkedin.com/in/alexglaum/)** Context Director Translation **[Mike Howard](https://www.linkedin.com/in/michael-howard-7630139a/)** Context Planner Translation **[Charles Kidd II](https://www.linkedin.com/in/charles-kidd-ii-57069ab3/)** Director PRETTYBIRD **[Larkin Seiple](http://www.larkinseiple.com/)** Producer PRETTYBIRD **[Ty Rogers](https://www.linkedin.com/in/ty-rogers-8399bb195/)** Producer PRETTYBIRD **[Itaru De La Vega](http://itarudelavega.squarespace.com/)** Production Designer PRETTYBIRD **[Daniel Smith](https://prettybird.co/us/)** Producer PRETTYBIRD #### Celebrate in NYC Join us for the 5th Hashtag Sports Awards™ on the evening of June 14, 2023 as we celebrate finalists and reveal the winners of this year's awards live during the show.   [![RESERVE SEATS](https://no-cache.hubspot.com/cta/default/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89.png)](https://cta-redirect.hubspot.com/cta/redirect/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89)