TORONTO RAPTORS
We The North
DON’T CALL IT A COMEBACK, IT’S A COMING OF AGE!
The Toronto Raptors, Canada’s only NBA team, were the laughing stock of the league. Being established outside of the US meant that they weren’t considered as serious contenders, but in this insight also lay a golden opportunity to tap into national pride.
As part of a full rebrand, an anthemic campaign was created, serving as a rallying cry for fans and lighting up the country during the 2014 play off season. Five years later the team won their first NBA Championship title!
+500M media impressions
+400% ROI
Awards
Clio Sport Bronze
Canadian Marketing Awards Silver
Cassies Gold
Role
Executive Creative Director