Created in partnership with Goodby Silverstein & Partners, the campaign embodies who the Warriors have become: a three-point shooting team
The NBA season starts today, and the Golden State Warriors play the Nets (Kevin Durant’s new team), marking 287 days since the Golden State Warriors played a regular season basketball game. Almost a full year of zero three-pointers from Stephen Curry. No forced charges from Draymond Green. But that ends soon, because the NBA season is set to tip off today. So to celebrate the end of their basketball drought, the Warriors are releasing 'Joy in Buckets'.
Created in partnership with Goodby Silverstein & Partners, the campaign is spearheaded with a film that celebrates the end of the basketball drought for Warriors fans, by magically showering individual fanatics with rain.
The work embodies who the Warriors have become: a three-point shooting team – led by the 'Splash Brothers' – that has fun while they’re doing it.
“Joy has long been a core value for this franchise, notably manifesting on the court in the way our team plays. So this season, where the only certain thing is uncertainty, it made sense to anchor ourselves in the guiding principle that, joy changes everything. For 48 minutes, once again, we can escape by losing ourselves in the game we love,” said Amanda Chin, VP, brand marketing, Golden State Warriors.
“The warriors are known to let it rain from deep,” said GS&P associate creative director, Anthony O’Neill. “But raining on fans across the Bay wasn’t easy, but the team around us was tireless. It shows the true love that people from the Bay have for this team.”
Directed by Bay Area native, Dave Meyers, was edited - with visual effects handled by E-Level - by GS&P’s in-house production arm.
“Warriors fans are so great, so we always challenge ourselves to come in with fresh ideas every season,” said Kim Trinidad senior director, marketing and operations for the Warriors. “Not just great ideas but work that feels different from the year prior. We did our best to accomplish that and are so excited for Dub Nation to see it all.”
To go along with the film, the Warriors and GS&P will be releasing out of home, radio, and campaign design that can be seen in-stadium and on their social platforms - all launching this month.
“The Warriors are one of the most famous franchises in the world” concluded GS&P associate creative director, Rony Castor. “Which is great, but also comes with a responsibility to always push the envelope.”