GSW: Celebrate 47

GSW 2018-2019 Seasonal Campaign

The 2018-2019 NBA season marked the Golden State Warriors’ 47th season of basketball played at the beloved Oracle Arena—it also marked the last season GSW would play in Oakland, CA before moving to The City aka San Francisco. Knowing we were on the heels of a major change, our seasonal campaign needed to not only check the typical boxes of fan engagement, elevating the fan experience, and keeping excitement going throughout the upcoming 82-game season, but also address the fan turmoil of moving the team’s home court back to San Francisco. To do this, we created Celebrate 47, a campaign centered around celebrating the 47 seasons in Oakland that helped build a world-champion dynasty, birthed the hardcore fanbase of Dub Nation, and developed a foundation for the future of the team within the larger Bay Area.

The Objective
Create a 10-month long, seasonal campaign built to celebrate, honor, and highlight the team, fans, and community that built a nation—Dub Nation.
A campaign that, despite the move, ensured our decades-long existing fans would feel the same love they’ve always felt, while welcoming new fans into the fold.

The Strategy
The Bay loves our team and our team loves The Bay. Knowing that this was not only true, but held in high value by both our team and our fans, we built a foundation upon this fact. By leaning into the natural and organic relationship that existed between our players and our fans and community, we aimed to shine the light on that connection, its history, and the excitement for its continued growth and future.

The Approach
Rather than forcing multiple important messages into one concept, we recognized this season was bigger and needed more lane space to drive our campaign. To do this, we developed a multi-track campaign built around three major comms vital to the brand: Track 1: The Dubs (a focus on the team, both current and past), Track 2: The Nation (a focus on our fans, both old and new), Track 3: The Bay (a focus on unity, both geographically and over time in order to catapult us into the future).

CONCEPT + STRATEGIC PLAN: Preview here
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Role: Creative Director, Lead Brand Strategist, Lead B+C Content Development
Agency Partner: DC