Carol Albert Sr. VP-Mktg. Comm.
Brian Flinn VP-Mktg.
Melissa Rosenthal-Brenner VP-Mktg.
Carolanne McAuliffe VP-Mktg.
GOODBY, SILVERSTEIN & PAR TNERS
Andy Grayson Brand Strategy Dir.
Jamie Barrett Part.-Creative Dir.
Chris Cummings Brand Strategist
Max Heilbron Sr. Comm. Strategist
Tanin Blumberg Acct. Dir.
Nathan Shamban Acct. Mgr.
VP-Mktg., N. Amer.
Exec. Creative Dir.
WHERE AMAZING HAPPENS
Heading into the 2007-08 NBA season, the NBA was looking
to capitalize on the intense competition among teams and
extraordinary talent around the league. In order to reignite
passion among fans, the league needed to take control of the
NBA conversation and focus attention to the game “on the
court.” What the NBA needed was a campaign that could be
a place where anything and everything great about the game
happens. Result was: “Where Amazing Happens.”
For its centennial campaign, Converse needed a holistic, creative
idea to drive business globally. It also wanted to engage its target,
the 18-to-29-year-old influential audience. The answer: Converse
leveraged its roots in music to celebrate and inspire creative
originals of the past, present and future. The result: The hit song
and groundbreaking music video of the summer, “My Drive Thru,”
and the culturally influential “Connectivity” chain campaign.
These contributed to record increases in brand exposure, product
sales and Web site traffic.