NBA
75th ANNIVERSARY A C T I V I T I E S L ATA M
MAIN OBJECTIVE
The main goal is to generate excitement among fans for the 75th anniversary of the NBA. This will be accomplished through the renewal of several basketball courts across Mexico and Brazil; along with fan activations for its initial debut.
ASSERTIVE COMMUNICATION
PRODUCTIO KNOW-HOW
EXPERIENTAL MK WINNING FORMULA
We know every contact part of the journey, which translates in an experience with better outcomes and aligned to the project’s mindset.
Having the back up of a team with over 25 years of experience generates confidence for the event ’s implementation.
We have an internal team + the best commercial partners to integrate experiences into every aspect of the event, regardless of whether it is physical or live.
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KEY SUCCESS FACTORS
INTERNATIONAL SCOPE • Our scope as an agency goes beyond Mexico since we can provide service in the USA, Latin America and Europe; breaking down cultural and language barriers thanks to the fact that talent is our base.
ifahto’s OFFICES: • Our of ces are located in Santa Fe CDMX, we
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have a work team of 120 people, including the commercial, creative, production, legal and administrative departments.
We designed a master graphic with the tagline and hashtag based on the official guidelines, in order to have a cohesive image for the following events.
MASTER GRAPHIC
Following the NBA’s 75th Anniversary guidelines; these two designs have graphic variations of the tagline.
STAGE 1: TEASER
STAGE 1: TEASER
DIGITAL WARM UP 1. For the first digital touch we’ll create video teasers and social media posts of each artist’s process; through them, people will see just a glimpse of their work, we’ll also add the tagline #WhereAllBegins and a closing signature with the tagline “Sharing the court” and the 75th NBA’s image.
2. Artists will post the process of their work, but only through close ups, trying not to spoil the size of the final piece: a full basketball court; this posts will end with the hashtags #WhereAllBegins and #75thNBA
STAGE 1: TEASER
CLICK FOR ARTIST INFO
Neuzz 8k followers
Yim Miyaki 7k followers
Totoi Semerena 16,4k followers
Beto Silva
Sofía Castellanos 41,9k followers
Mari Mats 21,6k followers
Guillem Font 4k followers
Criola 60k followers
ARTIST’S SELECTION The intervention of the courts is the core piece of the strategy, which is why it is important to present a pool of artists, both Mexican and Brazilian, who can fulfill the objectives of this huge task by complementing it with their own style to create an outstanding piece of art. The criteria for this selection was: artists who have previously collaborated with brands and/or government artistic initiatives and who have their own recognizable style and aesthetic, one that works with the NBA 75th Anniversary guidelines.
Speto 119k followers
Paulo O’Meiro 7,8k followers
STAGE 1: TEASER
ALTERNATIVE ARTISTS
In order to have a greater scope and reach to a wider diversity of communities, we’ll have a second path: Apart form our base pool of artists, we’ll have a 20-30% space for emerging talent from Mexico and Brazil to join the initiative; this will give them the opportunity to be part of the nal pool of the intervening team
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Those artists who nd interest in being part of the movement will have to share with us their social media portfolio and professional book. Through this process we’ll learn more about they work and along with NBA and the rest of the artists, this complementary talent will be selected.
We want to cause interest around the NBA’s 75th Anniversary and its celebrations, which is why we’ll install a fence in front of the courts that are being built, this way, people will be in expectance of something incredible to be behind those corrugated steel sheets; everything will be branded with the officials guidelines and the hashtags of the event. In addition, this fence can also work as a teaser to generate communication in the media and invite people to visit these spaces to find out what may be happening.
STAGE 1: TEASER
WORK IN PROCESS
STAGE 1: TEASER
REPRESENTATIVEE STATES This map portrays the most representative states or cities in Mexico that have a greater empathy for basketball, or follow the sport on a daily basis; this is an important point to consider in the proposal since this can be an axis when it comes to choosing the location for our elds to be intervened Below we present some examples of courts that could be used:
Chihuahua Coahuila Nuevo León
Veracruz CDMX Sonora
Jalisco
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Michoacán
Oaxaca
Yucatán
STAGE 1: TEASER
MEXICO’S COURTS
Canchas Colonia Moctezuma, CDMX
Canchas en Ciudad Deportiva, CDMX
With the help of @looking4hoops we try to find the courts that are an important part for neighborhoods or communities, either because of their location, influx of people, social situation. We also spotted several spaces that can become a new mainstay for the community.
Deportivo Nuevo Barrio San Rafael, Azcapotzalco
Deportivo Oceanía, GAM, CDMX
Canchas basketball, Puerto Vallarta, Guadalajara
OUR PARTNERSHIP To install these courts in Brazil, we’ll be working with Oito.ag, our brazilian partner agency with whom we have previously worked This alliance will allow us obtain government permits to carry out the development of the project. Oito.ag is an agency that focuses in brand experiences with a special approach to live marketing and digital content It is a company that specializes on producing ambitious initiatives through outside the box experiences. Some of their areas of expertise are:
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In uential marketing, live streaming, social media management, cross media, brand experiences, video production and events design.
THEIR EXPERIENCE They’ve partnered with Nike to develop the design of a basketball court in Brazil, this particular experience of theirs allows us to better understand the panorama and encounter the best tools to make this project possible.
BRAZIL’S MAIN REGIONS
São Paulo
Rio de Janeiro
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An important city for basketball players (most of them live in this area) A place full of parks and basketball courts that gathers sportive fans The NBA house is usually hosted here every year There is a NBA store that can help us through the narrative of our event.
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Note: These could be the selected locations to artistically intervene the basketball courts.
When it comes to basketball, this is the second best location Home of traditional basketball teams A sport that’s played throughout every corner of the city There is a NBA store that can help us through the narrative of our event.
SECONDARY OPTIONS • A location known for its traditional customs • House of a few sportive clubs meant for younger players.
Porto Alegre
Brasília
Curitiba
• Located in the center of the country • House of 2 major teams that compete in a professional level (one of them known as the most traditional of the century).
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Note: These could be the selected locations to artistically intervene the basketball courts, most of these regions have a NBA store. .
• The perfect spot for younger players to explore their abilities around the sport.
• Placed in the northeast of the country • They have a team known fort their performance as a high level league.
Fortaleza
STAGE 1: TEASER
RICARDO TORRES AMBASSADOR / SPECIALIST
• Ambassador and project manager of
Contributions to the project:
Veniceball and Hoopbus at LATAM level.
• Co-creator of Legado Innvictus • Involved in multiple projects worldwide,
• Curatorship of artists/ Planning of the project focused speci cally on the courts
related to basketball.
• Operational management • Network with artists and content to be scheduled.
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CLICK TO SEE MORE
STAGE 1: TEASER
TACTICAL TEAM
FOR COURT IMPLEMENTATION
DANI ARRONIZ / AUDIOVISUAL PRODUCER • Creator of Hoops Outsid • Head of content in Veniceball and Hoopbu
FARIBA BROCHAS URBANAS / ART
• Currently collaborating with L.A Clippers and L.A Lakers basketball teams
• He will contribute to the project as an audiovisual
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producer, of cial photographer of the initiative, and will also be part of the tactical team that handles these materials remotely.
As a second option for artistic intervention on the courts, we propose to add to this group, artists who will only be in charge of the interventions in Mexico.
STAGE 1: TEASER
METHODOLOGY OF THE COURTS .
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Work by Ricardo Torres for Adidas MX
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Court selection (review of area, impact and demographics) 1 week
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Scouting and permits - 1 week
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The inauguration or opening event can take place one day after the eld is delivered, at this point a memory photo will be taken.
Reconstruction (depending of the number of courts, budget, condition and weather) - 1 to 1 and a half weeks
Additional notes:
1. The court’s art and concept is presented before beginning te production, and must be authorized by NBA 2. The estimated duration of a court is generally 1 to 2 years (functionality speaking), its branding will last until the change of government, in the case of Mexico (if the government decides to change them before).
STAGE 2: IMPLEMENTATION
STAGE 2: IMPLEMENTATION
CREATING THE COURTS
To celebrate and recognize the history of basketball, each artist will have to make their own interpretation of a historical or iconic event throughout the 75 years of the NBA, such as: the last dance of the Chicago Bulls, the Magic Johnson and Larry Bird rivalry, the Kobe Bryant and Shaquille O’Neal dynasty, the rise to history of Lebron James and the Golden State Warriors dominance, among other events. Thus, each court would become not only a celebration, but an honorable tribute and gratitude to the stars and fans who have been part of the NBA.
STAGE 2 : IMPLEMENTATION
COURT OPENINGS We will produce simultaneously two opening events, one will take place in Mexico and the other in Brazil, they will both pursue the main objetive of inaugurating the first two intervened courts, each one with its own different wow moments; this will happen in parallel to the virtual event
1. Guests will arrive on a completely dark court.
2. To reveal the court, large lights will begin to appear one by one.
4. The artist in charge of the court and a NBA executive will appear to welcome the guests.
5. We will make a remote connection with the virtual event and the other opening*.
7. Youngsters from the neighborhood will be previously called to attend and participate in the first game and in other challenges.
8. Meet & greet for the guests with the artist and the basketball performers.
3. The “Sharing the Court” video manifesto will begin, (It’ll be projected on a wall).
6. A basketball performance will inaugurate the court officially.
Our strategy is based on opening 1 court from Mexico and 1 from Brazil, with 8 remaining to be opened in a next phase (as we will see later in this presentation
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This is the journey the guests will experience at the inauguration: 9. Last words by the NBA executive and a DJ set for guests to enjoy the court. *This point is a suggestion from the agency and part of our strategy, it can or cannot happen.
STAGE 2: IMPLEMENTATION
ADDITIONAL ACTIVITIES
Suggested talent for courts opening: Here we present a pool of talent that can be added to the openings of our courts, both on Mexico and Brazil, which have different skills It is important to note that the NBA will also add talents and special guests in these openings.
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Chris Staple
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Devin William
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Tristan Jas
During the openings we can have some complementary activities, to engage people with the even, these could be
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Meet and greet with special talent
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Half court shot or Skill challenge for boy
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Three point shootout (Curry range
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Dunk contest / Sho
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Dunk 246k followers
Handle 428k followers
Sho 2M followers
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THE COURT OPENING
The court will be heavy lighted with a diamond shaped neon lit, neon hoop board and some searchlights on the side line, all of them specially designed to provide a powerful presentation of the nal artwork.
TOP VIEW
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MAIN STAGE
We designed a diamond shaped stage with neon lights, search lights and a suf ciently spaced platform to present the artist and its artwork, this moment will be presented by a NBA executive.
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BASKETBALL FANS
We prepared different activities with distinct talents, as well as challenges for guests, in uencers and media. KPI’s: We estimate an in ux per court-event of 100-150 people, this due to the current restrictions due to COVID.
ONE TO ONE BACK
This background will work as a photo opportunity for interviews , meet & greet with the talent and special interviews for the virtual event. For this spot we’re considering a branded background with lights and a diamond shaped neon light
STAGE 2: IMPLEMENTATION
VIRTUAL EVENT At the same time as the opening events in Mexico and Brazil, a virtual event will be streamed to people from across the world, to let them know more about the NBA 75th Anniversary and the intervened courts.
1. Stream will start with a basketball performance over a classic court.
2. NBA executive will welcome viewers, and talk about the celebration.
3. The “Sharing the Court” video manifesto will start, so viewers can understand the event.
The three events will be connected and will interact with each other, trying to create a smooth experience for the users. Taking into consideration the reach of the channel as well as the number of subscribers, this virtual event will be streamed from the official NBA Youtube channel.
17M suscribers
4. First we’ll talk about the iconic NBA moment that inspired a specific court, with a video.
5. Then we’ll make a remote one to one with that artist, to show their artwork projected on the green screen, and their city.
7. As to present the courts we’ll have a remote connection with the physical events, to share the mood and the artwork.
6. Between each court, we’ll have remote connections with some basketball talents and former players from Mexico and Brazil.
8. Close to the end we’ll have activities for viewers to get exclusive rewards.
9. A NBA executive will give a speech about the rest of the courts and close the event.
STAGE 2: IMPLEMENTATION
VIRTUAL STAGE When the streaming starts, viewers will see a top view of the diamond shaped virtual court; we’ll enter with a high angle zooming into the court and then to the basketball performers. The artwork of the court will change from shot to shot, projecting the 2 designs of the artists, as a glimpse of what the viewer will see. The virtual court is an interpretation of a real court, through the 75th Anniversary image of the diamond shape, decorated with neon lights, searchlights and stave.
Green screen
The streaming will be produced from ifahto’s green screen stage: El Foro, in Mexico City.
VIRTUAL STAGE
WELCOME! After the initial performance, our host and/or NBA executive will welcome the viewers, talk about the initiative, the celebration and introduce the “Sharing the Court” video manifesto Right away, they’ll begin a journey through the most iconic and memorable moments of the NBA, through videos and talks, after that they’ll present the courts’s artwork one by one.
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NBA
STAGE 2: IMPLEMENTATION
Before
STAGE 2: IMPLEMENTATION
REMOTE COURT Every time we make a remote connection with an artist, right after talking about the iconic and historical moments they took as part of their inspiration for the court, the digital artwork of the court - a replica- will be projected on the virtual set, so the interviewer and the audience will be immediately transported to that part of the world At the time of the event only two courts will be fully nished, the other 8 will still be on progress, -we’ll ask for these digital artworks beforehand- so, this’ll work as a glimpse or tease of what the viewers can expect for their cities The name of the city will appear with augmented reality.
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After
STAGE 2: IMPLEMENTATION
GUEST TALENT Here we present a pool of talent specially selected for the virtual event, they’ll appear on screen through remote connections, or also by being called on our green screen forum to carry out the transmission
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It is important to note that the NBA will also add talents and special guests in this case.
Juan Toscan NBA player
Jorge Gutiérre Former NBA player
Horacio Llama Former NBA player
Anderson Vareja Former NBA player
Nen NBA player
Leandro Barbos Former NBA player
REWARDS 4 FANS It’s time to know the real NBA fans, the ones who know everything about the history of this beautiful sport and all the background that surrounds it In the aim to recognize them, we will have interactive activities for them to participate and win: limited and numbered lithographs designed by the artists in charge of the courts, discounts at the official NBA store, and merch signed by NBA players
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Each round a QR code will appear on the streaming, so the audience can scan it, then they will be redirected to a web app to answer a question, upload a photo or solve a quiz; if they answer correctly or are among the first to participate, they could be winners. .
NBA
STAGE 2: IMPLEMENTATION
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STAGE 3: FOLLOW UP
Once the big moments had happen, there will still be 8 courts waiting to be opened We will create an opening tour in order to inaugurate each of them and remain in operations while the others are still waiting to open, making the communities the spotcenter of the campaign We will develop a web app and use NBA Mexico’s YouTube channel to share the moment and keep people posted about the courts, they’ll be able to see an interactive map that will be turning on as the openings begin to take place.
SHARING THE STREETS .
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STAGE 3: FOLLOW UP
STAGE 3: FOLLOW UP
SQUAD CHALLENGE 1. Court Revealing We will share an announcement to every community where a court will open, just after the main inauguration, we’ll do this through a clip in NBA Mexico YouTube channel among guerrilla in the streets around the soon to be opened space; it will be an invitation to all the basketball fans and street artists to register and upload a Squad logo design With this new logo, the court will be open and so the other 8 courts, thus having a smaller event but with a strategic concept that integrates the community.
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To be candidate to submit a design, people will need to prove that they are part of the community by showing a valid address from the neighborhood.
STAGE 3: FOLLOW UP
SQUAD ART CHALLENGE
2. “Community" logo selection All the court designs will be displayed at the “Community” geotag on the Sharing the Street page. NBA will give the designs visibility in social media in order to get the people’s vote and select the winning squad’s logo design.
3. Logo wall - Making of When the audience select a logo by being the most voted; as a pre- event before the inauguration, we will invite the community to join to the logo wall-painting, where we all together will help to make possible the happening of the new court. In addition, there will be different NBA activities during the day to make a full event of it.
COURT INAUGURATION
STAGE 3: FOLLOW UP
The day of the inauguration we will connect the new court with the previews of the space through a video projected in big screens. We will invite the community to watch the “first hoop” and then to enjoy a fantasy basketball show with professional players, similar to Harlem Globetrotters. After this, the court will be lit in the Street’s Squad page, and will be available to navigate and start recruiting the squad.
STAGE 3 : FOLLOW UP
STREET’S SQUAD CHAMPIONSHIP
STREET ART CLINIC
Once 8 court events had happen, it will be the perfect timing to take advantage of them We will asign a trainer to each community -a former NBA player or spokeperson- that will form a squad among the community players to take them to an intersquad tournament, that will be played during a month after the inaugurations.
FOR THE COMMUNITY
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To support our community squad, parallel activities will be taking part at the court for the general community, therefore the court will not only be for players, but for all the community.
EXAMPLE OF ACTIVITIES:
MAINTENANCE
URBAN DANCE CLASS
SELF WEIGHT TRAINING
GAME LIVE STREAMING
PROJECT ORGANIZATION TEAM We want to create a long term relationship with NBA. Therefore we’ve arranged a team that will be fully committed to work on this proposal, and if we win the pitch this will be our work scheme: IFAHTO DIGITAL DIRECTOR
PRODUCCION DIRECTOR
HEAD OF TECHNOLOGY CREATIVE DIRECTOR
SR PRODUCER 1 / SR PRODUCER 2
ACCOUNT DIRECTOR
LEGAL AND ADMINISTRATIVE AREA
DIRECTOR OF INDRUSTRIAL AND GRAPHIC DESIGN
IMPLEMENTATION SUPERVISOR
ACCOUNT MANAGER
LAWYERS AND PERMITS
DESIGN AND CREATIVE TEAM
PRODUCTION ASSISTANT
MANAGEMENT AND FINANCIAL ADMINISTRATION
CONTENT DIRECTOR
CONTENT DEVELOPER
VIDEO OPERATOR AND AUDIO FOR THE BROADCAST
OPERATORS
INFRAESTRUCTURE:
Warehouse, transport and technical equipment.
MONTH
TIME TABLE This is our timing strategy, if the brand requires to implement the initiatives with a different timing, we can produce it on the dates that are established As strategical allies and responsibles for the event, this table indicates our recomendation.
OCT/NOV
NOV/DIC
DIC
FEB
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MARCH
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RESPONSIBLE
Brief
NBA
Brief questions
ifahto
Debrief presentation
ifahto
Project approval
NBA
Visual proposals
ifahto
Budget approval
NBA Production
JAN/FEB
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ACTIVITY
De ne Venues (basketball courts) Mexico
ifahto
De ne Venues (basketball courts) Brazil
ifahto
Art guide proposal Mexico
ifahto
Art guide proposal Brazil
ifahto
Art guide approval
NBA
Venue permits Mexico
ifahto
Venue permits Brazil
ifahto
Content approval
NBA
Campaign
ifahto
Start implementation-production
ifahto
Opening ceremony event
ifahto
OUR CONCLUSIONS In order to ensure success, we as ifahto propose to develop a strategy in conjunction with the different specialized areas of the NBA, brand agencies, partners, etc. To this is added that we bring different types of talents, as well as a great production with activations that guarantee that people who live the experience stay, share and/or create content for social media.
We are creating, with all the above, a well rounded (360º) strategy, shareable and full of media effort, robust enough to last 9 months (October 2021 - June 2022) about the NBA 75th Anniversary.