Each week, The Examiner showcases an advertising campaign by a local company.
Client: 2K Sports
Job: To resurrect the celebratory passion around video game publisher 2K Sports, upon its return after three years to the football video game market with All-Pro Football 2K8, a virtual football game.
Agency: EVB, digital content marketing firm, San Francisco.
Principals: CEO Daniel Stein, Executive Creative Director Jason Zada.
Other clients: Adidas, 2K Sports, MTV, LeapFrog, Microsoft and Alberto Culver.
Creative team: Executive Creative Director Jason Zada, Associate Creative Director Lauren Harwell, Associate Creative Director Jaime Robinson, Art Director Sean O’Brien, Copywriter Jeremy De Forge, Designers Sean O’Brien and James Sansa-Ngasakun, Executive Producer Amanda Cox, Producer Peter Anton, Director of Technology Jeffrey Titus, Flash Programmers Nick Mitrousis and Justin Peterson, Motion Designer Shawn Myers, HTML Lead Gene Kim
The plan: “Football Resurrected,” a lifestyle marketing campaign, blends hip-hop, sports and video game cultures to connect with next-generation gamers and football fanatics. EVB carried out its core digital concept across television, print, online, wild postings, street teams, packaging and logo design.
Theme: “Football Resurrected”
Concept: Hip-hop luminaries poetically rhyme about the resurrection of 2K Sports. The six two-minute episodes feature artists including Rakim, Chali 2Na from Jurassic 5, Pep Love & Casual of Hieroglyphics, M-1 from Dead Prez, and Aceyalone. The episodes are available for download free-of-charge on the EVB-designed “All-Pro Football” 2K8 Web site, www.FootballResurrected.com, and on YouTube, Xbox Live and Sony PS3 Web sites. Using the same episodic content, EVB produced “Football Resurrected” 15-and 30-second TV commercials. EVB also developed print ads and street team posters.
Position: Art director
Position: Account supervisor
What drove your development of the concept? Targeting next generation gamers and hardcore football fans, we were able to give consumers a platform to celebrate the return of true, “grit” football. The campaign celebrated the roots of football that excite fans from late hits to celebration dances to trash talk to those awe-inspiring moments that turn a player into a legend.
Working on next: A new campaign called “It’s Like That” for the new 2K Sports NBA game title, “NBA 2K8.”