More Than Game
The 6th Annual Awards
- Best Advertisement: 60 Sec and Under
- Best Use of Animation or Motion Graphics
ABOUT THIS ENTRY
The WNBA and its athletes are truly remarkable in their passion, dedication, and skill. With the release of our 2023 brand commercial, "More Than Game," the WNBA helped showcase to a new audience that there's much more to this women's game than meets the eye. Soundtracked by an original verse for the WNBA by Coi Leray from her song "Girls Are Players Too," the ad's visually captivating atmosphere highlights the WNBA's exceptional basketball skills and enchanting entertainment, transforming it into much more than just a game.
The phrase "More Than Game" accurately depicts what the WNBA represents today, which encompasses exceptional basketball skills, captivating entertainment, a sense of purpose, and a powerful league of women who are bigger than the ball and expectations.
How does this represent “Excellence in Engagement”?
Not only did this creative pass the bar in terms of its KPI, but it also contributed to a larger conversation around the perception of women's sports. Women's sports leagues are often perceived as inferior to other sporting leagues, and in recent years, there has been an emphasis on heavier topics and subject matters in media coverage of women's sports and the WNBA. However, WNBA athletes are among some of the most competitive and accomplished professional athletes (both male and female) in the world.
While the league isn't always seen in a positive or exciting light, those who have experienced the on-court product know those narratives to be false, and a WNBA game is more than just a game. This ad aimed and achieved its goal of showcasing the joy, excitement, and dynamite ability of the sport while also celebrating what makes the league unique.
Objective
Looking to change the way people think about the league, the objective of the ad was to transform its image from lackluster and weighty to lively and full of excitement. This was done in response to the league being perceived as "less than" other sporting leagues.
Strategy & Execution
The WNBA has experienced growth in its brand recognition, number of viewers, and online presence, transforming into much more than just a sport. The phrase "More Than Game" accurately depicts what the WNBA represents today, which encompasses exceptional basketball skills, captivating entertainment, a sense of purpose, and a powerful league of women who are bigger than the ball and expectations.
The goal of the spot was to show both new WNBA consumers and casuals and existing sports fans the excitement, power, and dynamism of the WNBA today. By collaborating with hip-hop artist Coi Leray, who has over 19 million follows on social alone, we strategically broadened the ad's penetration with the urban female audience, another target audience for the WNBA.
Organizations
- WNBA
- The Mayda Creative Co.
- BBH USA
Links
Featured
- A’ja Wilson
- Coi Leray
Credits
Roman King
Creative Director
WNBA
Phil Cook
CMO
WNBA
Anton Shavkero
Director
The Mayda Creative Co.
Tescia Deak
Creative Director
BBH USA
Amy Travis
Creative Director
BBH USA
Sofia Gahn
Art Director
BBH USA
Isabella Ciardelli
Copywriter
BBH USA
Deb Archambault
Head of Production
BBH USA
Timanni Walker
Strategy Director
BBH USA
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
