Kayo and ESPN launch campaign ‘In The Paint’ ahead of NBA Playoffs

Sports streaming provider Kayo and broadcaster, ESPN have partnered with Now We Collide to launch ‘In The Paint’ campaign ahead of the NBA Playoffs.

The campaign features artwork of six NBA’s stars, in collaboration with Australian artists in the street and fine art scene, to promote Kayo and ESPN’s coverage of the US post-season.

Australians Ben Simmons and Joe Ingles with LeBron James (middle)

Mark Porter, ESPN head of marketing for Australia and New Zealand, said: “ESPN on Kayo provides sports fans access to some of the biggest sporting events in the world – with the NBA Playoffs attracting a rapidly growing audience in Australia and overseas.”

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The NBA Playoffs, which begun over the past weekend, sees Australian’s Joe Ingles and Ben Simmons competing for the title, both of which were featured alongside LeBron James, Kevin Durant, Giannis Antetokounmpo and Kawhi Leonard in the artworks commissioned.

The local artists include, Kentaro Yoshida, Sarah McCloskey, Leif Podhajsky, James Jirat Patradoon, Andrew Archer and Archibald Prize finalist Scott Marsh.

NBA stars Kawhi Leonard, Kevin Durant and Giannis Antetokounmpo

‘In The Paint’ will be shared ]across digital, social and Out-Of-Home (OOH) media across Sydney, with paid content on Facebook, Instagram and TikTok showcasing the artworks released this week.

Digital OOH and murals will follow, extending the paid activity as national placements in high traffic OOH locations.

Porter continued: “This year, with two big name Aussies (Ingles and Simmons) competing, we wanted to try something different and align more closely with the culture, creativity and love of the game. Each of the artists we are working with have a passion for the game and I think this shines through in the artworks created.”

Ryan Bodger, chief creative officer, Now We Collide, said: “This campaign is exciting because it gave us an opportunity to bring together an incredible calibre of Aussie artists and marry them with the game’s biggest superstars, to interpret in their own unique way. Our hope is that it will not only appeal to sports fans, but also to fans and followers of the artists and art scene, extending the popular culture of the game.”

This is not the first time ESPN, Kayo and creative agency Now We Collide have partnered, in January producing a similar campaign ahead of the NFL Super Bowl.

The integrated campaign was created and produced by Now We Collide, building on the agency’s previous work with ESPN on content initiatives and campaigns since 2016. Now We Collide have also produced the NBA series ‘The Weekly Jam’ for ESPN on Kayo.

NBA Playoffs games are live on ESPN on Kayo in Australia, running through until the finals, which begin on 8 July.

Credits: 

Client:ESPNMark Porter – Marketing ManagerJackson Wright – Marketing Coordinator

KayoKim McConnie – Marketing DirectorCarl Burgmann – Head of SocialGrant Kristiansen – Campaign ManagerStephanie Lukin – Senior Brand Marketing Manager

Agency: Now We CollideExecutive Producer – Keir MaherExecutive Creative Director – Ryan BodgerCreative Director – Kurt TooheyProject Producer – Amy WatsonArt Director / Designer – Tim BarlowCopywriter – Lyndon ChristieDesigner – Mac Archibald

Media: Mindshare

Artists:Scott Marsh – @scottie.marshKentaro Yoshida – @kentaro_yoshida|Sarah McCloskey – @sarsarLeif Podhajsky – @leifpodhajskyJames Jirat Patradoon – @jamesjiratAndrew Archer – @andrewtarcher