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Game Changer
Agency Droga5 / New York + Under Armour / Baltimore + Optimum Sports / New York + NBA 2K / San Francisco
Category
Innovation in Interactive / Online
Annual ID
OS_IN17081M
About the Work
In 2016, Stephen Curry played so well that, according to the New York Times, he actually changed the game of basketball, earning his second MVP with the NBA’s first-ever unanimous decision. No one expected him to be that good. Even the developers of the world’s most popular basketball video game, NBA 2K16. By mid-season, Curry was statistically outperforming his video-game self. So to celebrate Stephen winning the 2016 NBA MVP, we convinced 2K to do something they’ve never done—change the game code for all 7 million weekly global players to make video-game Stephen as good as real-life MVP Stephen for a 30-hour event. We launched with a TV spot that aired live during Stephen’s MVP acceptance speech. Then, for 30 hours, Curry fans across the world played with MVP Curry’s true skills for the very first time. All thanks to Under Armour.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Droga5 / New York
Digital Agency
NBA 2K / San Francisco
PR / Marketing Agency
Under Armour / Baltimore
Media Company
Optimum Sports / New York
Art Director
Evan Schultz
Chief Creative Officer
David Droga
Ted Royer
Creative Director
Tim Gordon
Designer
Toga Cox
Creative Team
Ben Bliss
Sally-Ann Dale
Ben Davies
David Cardinali
Isabella Lebovitz
Niklas Lindstrom
Rob Lugo
Rob Trostle
Alyssa Dolman
Michelle Leedy
Peter Gibson
John Ciambriello
Jonny Bauer
Harry Roman
Candice Chen
Newman Granger
Hillary Heath
Julian Cheevers
Bola Adekoya
Scott Bubis
Courtney Kosup
Connor Hall
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