Adam&EveNYC has unveiled its inaugural piece of work to promote the globally successful basketball video game series, NBA 2K, set to be the brand’s biggest ever global campaign.
Having initially secured NBA 2K’s account earlier this year, the New-York-based agency’s campaign will draw strong inspiration from basketball legend Michael Jordan, and will aim to ‘celebrate the greatness within all players’.
Spearheaded by a 60-second hero spot starring Phoenix Suns star Devin Booker and American rapper Jack Harlow, ‘Answer The Call’ will be rolled out across the game’s key markets, namely the United States, the EMEA Region and Asia.
Additional materials such as follow-up spots and social content will follow over the coming six months, set to be released in phases.
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NBA stars Zach LaVine and Chet Holmgren will also feature prominently throughout the campaign, with a series of activations earmarked for later in the season.
“Modern-day greatness is more than trophies and rings. It’s the shoe deals, the hip-hop song shoutouts and the building-size murals,” Adam&EveNYC executive creative directors, Dave Brown and Daniel Bonder said.
“With this campaign, we wanted to give every gamer a taste of the greatness that can be achieved through NBA2K23. Of course, it always helps having Devin Booker, Zach Lavine, Chet Holmgren and Jack Harlow delivering the message.”
