Many players love to talk a big game. Lowry and Leonard prefer winning them. For these two, it’s dishes over discussions. Swats over sound bites. Actions over words. This was the theme for the Raptors 2019 All-Star campaign, which encouraged fans to vote Lowry and Leonard into the game.
To get the word out – because we knew they wouldn’t do it themselves – we created a series of TV spots, pre-roll/social videos and Instagram Stories bigging up their actions-over-words brand of basketball.
We also created Lowry and Leonard action figures, complete with packaging, accessories and superpower descriptions written by moi, which were sent to influencers and media outlets to further get the word out.
Lowry and Leonard shoot first and answer questions later...maybe. We created a series of 15-second spots that speak to their actions-over-words brand of basketball and adapted them for TV, pre-roll and social media, including Twitter, Facebook and Instagram.
We also adapted the spots to create animated Instagram Stories, which, by swiping up, took you directly to the voting page.
We created unique Lowry and Leonard action figures, complete with packaging and accessories, as well as superpower descriptions specific to each player written by moi. We even featured them in spots reminiscent of classic action figure ads from the 80s.
The figures were sent to influencers and media outlets, such as TSN, to further get the word out. We also posted photos of the action figures on the road, such as in Boston.