Goodby, Silverstein & Partners - NBA Playoffs, "There Can Only Be One"
Finalist - Media Plan
Max Heilbron; Kate Hironaka
The "There Can Only Be One" campaign for the NBA might be the most iconic of the year. Goodby's main challenge lay in integrating the strong creative and building off the print and TV ads in a way that would be flexible enough to promote the playoffs and finals, where recency is of the essence. The solution allowed creative flexibility to reflect, nearly in real time, the outcome of each night's game in order to be relevant for the next game. Video footage and photos were integrated into Flash and rich media banner ads, AOL skins, digital signage (LED scrolls displaying real-time game scores in key markets were an OOH first). Each was RSS-enabled and displayed up-to-the-minute scheduling information and scores.