Sydney Kings - Australia
We The Kings
A basketball anthem
Scroll ↓
With their world-class players, NBA-grade game-day experience and $20 tickets, it wasn’t obvious why the Sydney Kings weren’t harbour city sporting royalty.
SydneySiders didn’t feel a connection to the Kings. So we built one using ‘reciprocity.’
‘Reciprocity’ is the human tendency to ‘mirror’ the energy of other humans. It’s the reason we find sports so exciting, and it's how we would build that town-team connection.
We worked with a local Hip-Hop hero - L-FRESH The LION - to create a song for the Kings, which we used in TVCs to inspire Sydney to Rise With Us. We The Kings now plays at every game and gets airtime across Australia.
Meanwhile, bold posters and DOOH brought the brand back to basics while communicating key game details. The campaign was covered by B&T, AdNews and The Stable.
