Mid October saw Australian NBL team the Sydney Kings to celebrate the club’s 2019-20 season with a new platform ‘Rise With Us’.
The initiative sets out to refresh the Kings’ brand and creative direction: the objective behind ‘Rise With Us’ is to shine a spotlight on the entertainment experience while aso amplifying the inclusive nature of the club’s values.
Reflecting the broader and inclusive cultural significance of basketball within wider world of design, fashion, media and music, the platform’s campaign leads with a string musical flavour.
The launch content was led by a spearhead spot which celebrates Kings’ players and fans alike as they revel in the shared passion and spectacle of a live game experience set to the soundtrack of an original theme song called ‘We The Kings’.
‘We The Kings’ is a collaboration between the local ARIA-nominated artist L-FRESH The LION, as well as producers Zig Parker and Solo and several Kings players.
The creative sets out to combine their mutual love of basketball and Western Sydney roots through an anthem reflects the Kings’ unique DNA.
As well as the hero film, the project includes a parallel ‘Lyric Video’
and the track is also available on streaming services – https://lnk.to/WETHEKINGS
The work also spans digital, social, stadium and out of home marketing strands.
The campaign, created in harness with by BWM Dentsu and Vizeum (of the Dentsu Aegis Network which secured the team’s account back in August).
Sydney Kings chair Paul Smith said: “Entering into a strategic partnership with Dentsu Aegis Network is a truly fortuitous event that has allowed us to use best in class agencies across creative and media buying combined with our own long-term experience in marketing sport. I think the outcome is a winning formula for the Kings.”
Henry Tajer, CEO, Dentsu Aegis Network ANZ added: “The Kings are fuelled by passion and inclusivity, and place their fans at the very heart of things. ’Rise with Us’ perfectly embodies the Kings’ ethos and marks the beginning of a long-term strategic brand positioning partnership that we’re proud to be part of.”
(with the films directed and produced by Conti Bros Films, with audio post production by Rumble Studios, the music was supervised by Sharika Toth and Michael Gie, the artists manager is Craig Treweek, the producers were Zig Parker and Solo and the recording studio was Studios 301.
Comment:
Another compelling example of a rights-holder blending of sport and music in its marketing which further brings sport out of its old silos and into the wider world of entertainment and culture.
Great track too!
Links:
Sydney Kings
https://twitter.com/sydneykings
https://www.instagram.com/sydneykings/
https://www.youtube.com/user/SydneyKingsTV
https://www.facebook.com/SydneyKings
BWM Dentsu Group
Dentsu Aegis Network
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