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Wieden + Kennedy/NY scored with the brilliant and far-reaching "Without Sports" concept, which poses the thought-provoking premise of what would happen if sports were subtracted from the equation of everyday life. The idea unfolds magnificently over a spectrum of distinct directorial voices: quirky testimonials from Errol Morris and Spike Lee, bold and anthemic film from Stacy Wall, David Palmer's blingy and bootylicious music video glam starring Nelly, even ultra-gnarly animation from Motion Theory. As former W+K/NY art director Kim Schoen told Creativity, "ESPN has a very devoted fan base, but we wanted to move beyond that to make the point that sports are part of everybody's life in some way or another. Even if you don't think you're a sports fan, you probably are." The branding effort seemed a huge departure from the network's more familiar SportsCenter mayhem, but it wasn't a complete turnabout. It also included the similarly docu-comic "Shelfball" sub-campaign, directed by ACNE, which tapped into the very real, very funny side of cube life time out, and also happened to score major points at the ad shows, including a Gold Lion.

Agency: Wieden + Kennedy/N.Y. CDs: Ty Montague, Todd Waterbury AD: Kim Schoen CW: Kevin Proudfoot Agency Producers: Brian Cooper, Chris Noble Directors: Stacy Wall/Epoch Films, Errol Morris/, David Palmer/Partizan, Spike Lee/40 Acres & a Mule, Kieran Walsh/Chelsea Pictures, ACNE/RSA, Motion Theory Editors: Charlie Cusamano, Stephane Dumonceau, Lucas Eskin, Jason MacDonald/Mad River Post Music: Ray Loewy/Tonefarmer, Brian Horton/Doc 8 Music Graphics: Brand New School

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