Vote Uknickorn

NBA ALL-STAR

Overview:
Created a multi-channel 360 campaign to drive votes for the New York Knicks to the 2018 NBA All-Star game. The initiative was broken out into two phases:
1) Phase I - promoting multiple players on the team utilizing a Hollywood thematic that played off the host location of Los Angeles
2) Phase II - turning a nickname into a citywide and global phenomenon of unification around Kristaps Porzingis, bringing the meaning of UKNICKORN to life in every sense of the word.

Results:
- Kristaps Porzingis was selected for the first time as an Eastern Conference All-Star reserve.
- KP finished 4th in Eastern Conference frontcourt fan voting (7th the previous year) and 5th overall (11th the previous year) in the conference with 1.2M votes.
- KP finished 3rd in Year-over-Year fan voting net growth with 631k votes, trailing only LeBron James and Giannis Antetokounmpo.
- The campaign generated 17.5M total impressions | 385k total engagements | 3M total video views - contributing to over 50% of ALL digital engagement across that time frame.

Kristaps Porzingis

Phase 1

Developed custom editorial, popular memes, illustrations, digital & physical movie posters, and a movie trailer that played in NYC theaters to promote Tim Hardaway Jr., Enes Kanter, and Kristaps Porzingis for the NBA All-Star game.

All Star Movie Art

Phase II

Created a movement around Kristaps Porzingis for the NBA All-Star team through his unique status as a unicorn and New York City's collective spirit of inclusivity, diversity, pride, and hope. The campaign included a real-life unicorn series, local business partnerships, out of home stunts, custom merchandise, Latvian promotion, celebrity support, arena activations, and more.

The Announcement

Released a custom congratulations video and set of illustrations in realtime to announce Kristaps Porzingis making the 2018 NBA All-Star team.

Kyrie Irving

Kyrie Irving

A NEW BEGINNING

IT CAN WAIT

AT&T

ROC NATION SPORTS

A NEW WAVE

CC SABATHIA

#LEGACCY

TD Ameritrade

US OLYMPICS

New York Knicks

NEW YORK FOREVER

Speed Stick

DEFY THE DOUBT
Degree

Degree

538

AT&T

FANDEMONIUM
Vote Uknickorn

Vote Uknickorn

NBA ALL-STAR
AT&T U-Verse

AT&T U-Verse

MASCOT RACE
Kevin Thompson

Kevin Thompson

GARDEN OF DREAMS
Game of Thrones

Game of Thrones

WHO WILL PREVAIL?
Beats by Dre

Beats by Dre

ESPN FIRST TAKE

Mentos

Mentos

FRESH CONNECTIONS
Monsters University

Monsters University

ESPNU
Degree NFL Draft & NBA Playoffs

Degree

FIFA WORLD CUP
Chase Fear. Michael Beasley

Knicks Unlocked

DOCU SERIES
Domino's

Domino’s

PREGAME HQ
The Avengers

The Avengers

NFL DRAFT & NBA PLAYOFFS
The Walking Bucket Show

The Walking Bucket Show

FEAT. MICHAEL BEASLEY
Nationwide

Nationwide

THE GRUDEN GRINDER
Wreck-it Ralph

Wreck-It Ralph

SPORTSCENTER
Kris Dunn

Speed Stick

Speedman's Playbook
Jaguar

Jaguar

It's Good To Be Bad
Coors Light

Coors Light

ESPN LiveConnect
The Hobbit

The Hobbit

An Unexpected Journey
Duracell

Duracell

Power for Overtime
Battleship

Battleship

Prepare For Battle
Bacardi

Bacardi

Untameable Spirit
Iron Man

Iron Man

Suit Up