ESPN Launches Brand Campaign “We Do This” for Upcoming ACC Network
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Images gallery: https://es.pn/2TKEKSM
Creative highlights unique traditions of the 15 member institutions
The much-anticipated ACC Network will launch Aug. 22, creating a new, dedicated home to bring fans closer to everything the conference has to offer. On March 12, to coincide with the 2019 New York Life ACC Tournament, ESPN will launch a new brand campaign to get fans fired up about the new network prior to its debut.
“We Do This” serves as a rallying cry for 15 fan bases and the ACC, taking them inside each of the schools in a unique way. With fast-paced editing and a cinematic approach, the campaign will grab fans’ attention and stoke pride in their schools and the conference’s achievements. To convey the way the network will immerse fans in ACC content, the creative includes insider nods to each of the fan bases and traditions within the conference.
“As we developed this campaign, our goal internally has been to revel in the range of the ACC,” said Michelle Berry, Senior Director of Sports Marketing at ESPN. “We met that challenge by representing the uniqueness of the member schools while celebrating a dynamic conference that adds up to more than just the sum of its parts.”
“We Do This” will run across ESPN’s owned and operated media including TV, digital, radio and social. Off-channel media will run in key ACC markets. Marketing toolkits were provided to each of the schools as well as the conference to run the campaign across their multimedia and digital platforms, as well as in-venue. A variety of custom executions were created as part of the campaign, including video, print and digital assets representing each of the schools.
Links to video assets:
- 60-Second ACC Network Spot: Launch Anthem
- 30-Second ACC Network Spots: The Arrival | The Action | The Celebration
- 10-Second ACC Network Spots: School-Specific Creative
Preacher, based in Austin, TX, was the creative agency for “We Do This.”
About ACC Network
Owned and operated by ESPN in partnership with the Atlantic Coast Conference, ACC Network is a new 24/7 national network dedicated to ACC sports set to launch August 22, 2019. Approximately 450 live contests including 40 regular-season football games, 150 men’s and women’s basketball games, and 200 other regular-season competitions and tournament games from across the conference’s 27 sponsored sports will be televised annually, plus a complement of news and information shows and original programming. Together, ACC Network’s TV and digital platforms will feature 1,300 ACC events in its first year. ESPN has been televising ACC content since 1979 and has exclusive rights to every conference-controlled game across sports and championships.
Creative Credits
ESPN: ACCN “WE DO THIS” Network Launch
Airdate: March, 12, 2019
Client: ESPN
VP Sports Marketing: Emeka Ofodile
Sr. Marketing Director: Michelle Berry
Marketing Director: Jill Husak
Marketing Coordinator: James Giblin
Agency: Preacher
Chief Creative Officer: Rob Baird
Chief Executive Officer: Krystle Loyland
Chief Strategy Officer: Seth Gaffney
ACD, Art Director: Nick Troop
ACD, Copywriter: Maxx Delaney
Brand Director: Jessica Baker
Sr. Strategist: Doug Kleeman
Sr. Designer: Tim Praetzel
Executive Producer: Stacey Higgins
Sr. Producer: Rachel Kichler
Production Coordinator: Ellen Nelson
Business Affairs: Miiko Martin
Production Company: Pulse Films
Director: Ryan Booth
Global President of Commercials & Branded: Davud Karbassioun
Executive Producer: Hillary Rogers
Line Producer: Jenni Haberstock
DP: Natalie Kingston
Production Designer: Tyler Jensen
Casting: Corrigan Johnston
Edit House: Union Editorial
Executive Producer: Victoria Russell
Producer: Roka Music
Editor: Kevin Ray Assistant: Drew Johnson
Music Supervision: Good Ear Music Supervision
Additional Music: Marmoset, APM, and Peer Music
Mix: Dusty Albertz, TBD Post
Finish House: Union Editorial
Online Artist: Moody Glasgow
Colorist: Mikey Rossiter, The Mill
Still Photography: Nick Simonite
Representation: Kerriann Clem, TPD New York
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