An oddball game of hoops fandom one-upmanship featuring NBA super star Kevin Durant’s biggest fans is the anchor content piece for a mid-January campaign promoting NBA Top Shot‘s selection of NFTs and digital collectibles – including its KD Starter Pack which features four NFTs.
The US campaign dropped on 19 January across connected TV, social and digital platforms as Top Shot seeks to gain traction in the increasingly crowded sports NFT space.
It is led by a hero ‘Top Shot: Kevin Durant & The Future Of Fandom’ spot starring the Brooklyn Nets super star Kevin Durant playing himself, music star James Honey as an onlooker, with Elijah Jones as Fan #1 and Bryan Reynoso as Fan #2 who argue about just who is Durant’s biggest fan.
Is it the one who owns every pro jersey he’s ever worn, or the one who has the player’s high-school jersey, who the one who painted his face on his car, or even the one who has a vial of Kevin’s sock sweat?
The spot seeks to drive viewers and hoops fans to find out more about NBA Top Shot at https://hoo.ps/kevin-durant-yt.
Shot in New York’s Tompkins Square Park (East Village) by PartyLand and Director Conor Byrne, the campaign was developed by Dapper Labs which runs ‘NBA Top Shop’ with the league and its Players Association.
“The ad promotes NFTs as the next logical evolution of how sports fans engage with and show off their passion for basketball,” explained Dapper SVP Dave Feldman.
“NFTs and digital assets are still a bit of a foreign concept,” Feldman added. “Through this content, we want to further educate the general population and basketball fans on the benefits of this new technology and show them how it can help bring them closer to the game they love.”
The campaign was developed by Dapper Labs’ SVP Marketing Dave Feldman, Brand Marketing Lead Malik Jiffry, Art Director Tori Main and Head Of Athlete Marketing Hayes Grooms and a team at Party Land which included CCO Matt Heath, MD Andy Silva, Account Supervisor Taylor Toomey, Creative Director Matt Rogers, Executive Producer Kristin Childers and Senior Producer Angela Ong.
The ad was shot through Missing Pieces with Director Conor Byrne, Line Producer Tyler Byrne, Managing Partner Brian Latt and Executive Producer Kelly Martin. Editorial was handled by Cosmo Street Editorial and Lime Studios with Kevin Durant’s 35 Ventures CMO Sarah Flynn and Co-Founder Rich Kleiman.
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If you’ve ever wondered what happens when two KD superfans meet, then this campaign offers up an answer.
The NBA and the NBA Player’s Associations teamed up with Top Shot to produce a set of officially licensed NFTs primarily ‘for hoops lovers around the world to help them ‘get closer to the game’.
Special Starter Packs are reserved for new members of the NBA Top Shot community and include a free ‘Kevin Durant Moment’ for a limited time – hand-picked and narrated by the legend himself.
NBA Top Shot is a first-of-its-kind NBA NFT that allows people to collect & sell their favorite NBA highlights as digital collectibles — aka Moment™ NFTs. These highlights can be collected to complete timed Challenges — including our brand-new Flash Challenges — to win exclusive Moments and special NBA Top Shot prizes. Show off your creativity with Showcases, buy & sell in the Marketplace and join the world’s greatest digital hoops community as we build the future of fandom.
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