BNZ is teaming up with NBA star Russell Westbrook to bring the bank’s investment in basketball to life.
Basketball is the fastest growing youth sport in Aotearoa, but investment is needed to enable growth, realising the positive impact it can have on people and communities across the country.
The new integrated campaign features Westbrook, former teammate of Steven Adams, to show that with funding and support, a new generation of Kiwi basketballers will have a platform to compete at the highest level of the sport.
BNZ’s involvement in basketball extends from grassroots, with the BNZ Kiwi Hoops programme which is helping to get 80,000 more kids on the court, to partnerships with the country’s elite basketball teams – the BNZ Breakers and BNZ Northern Kāhu.
“Basketball has power beyond the game. It teaches confidence, leadership, teamwork, and resilience that we can all use in life,” says Amy Phillips, BNZ General Manager Marketing & Design.
“We started our investment in basketball 12 months ago and we’ve already created many more opportunities for access and participation. Our long-term investment in basketball really is an investment in a better future for New Zealand. It’s great to be talking about it with a year of activity behind us.”
Westbrook was a natural fit for the campaign, having played with and against New Zealand talent, as well as sharing BNZ’s belief in the power of the game through his commitment to getting more kids into the sport through his Why Not? Foundation.
Launching as a 30”, the campaign’s hero spot sees Westbrook expressing mock displeasure at BNZ’s investment in the sport. Accompanying the spot are multiple OOH executions and two 15’s featuring BNZ Breakers, the BNZ Northern Kāhu and BNZ Kiwi Hoops kids.
“’Invested in basketball’ isn’t just an exciting creative platform – it’s a commitment from BNZ to go beyond just a logo on a singlet. Their aim is to supercharge the growth of the game. This partnership won’t just grow confidence and foster leadership skills, it will also grow a generation of ballers ready to dunk on the world,” says Colenso BBDO Chief Creative Officer, Si Vicars.
The integrated campaign went live Saturday 28th September across TV, Cinema, OOH, Social, Digital, owned & internal channels.
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