Up Your Game

Ten years after their launch, Bleacher Report was seeking a platform idea that would distinguish them from the crowded sports media landscape.

Our insight was that fans have to get the culture to get the game. You have to get the tweets, the fashion, the controversies, and the drama that happens off the court, to fully appreciate what happens on it.

We launched the idea with a spot filled with easter eggs during the NBA Playoffs that challenged our audience – either you get it, or you don't – and followed up with an out of home campaign featuring a new design direction.