NBA 2K23 hires Adam&Eve/NYC and DDB San Francisco

NBA2K has appointed Adam&Eve/NYC and DDB San Francisco to help promote the newest edition of the hit basketball videogame, NBA2K23, as it debuts its biggest ever global effort to bring new audiences to the title. The agencies are creating all the global brand strategy and the creative platform around the game, with the theme "Answer the Call." Work will run throughout the remainder of the year and into 2023, building an immersive narrative that develops alongside the popular game. Owned by 2K Sports, the new game is available for pre-order from this week for a Sept. 9 launch date. It has just revealed Michael Jordan as the cover star of one of its editions on Tuesday. While the social content around the announcement was created in-house, future content around athletes will be created by the Adam&Eve/NYC team. 🏆Greatness is calling🎮Answer the call in #NBA2K23 with our Cover Athlete Michael JordanPre-order the Michael Jordan Edition and Championship Edition starting 7/7 pic.twitter.com/IyoS8T00F6— NBA 2K (@NBA2K) July 5, 2022 The campaign aims to attract new gamers across a number of markets including the U.S., Europe and Asia. It will include TV, online video, digital, social and experiential. On Wednesday, WNBA stars Diana Taurasi and Sue Bird were announced as cover athletes for the game's WNBA edition. Two of the best to ever do it 🏀Introducing our #NBA2K23 WNBA Edition Cover Athletes @DianaTaurasi and @S10Bird Pre-order starting 7/7 pic.twitter.com/Lwf5emabUu— NBA 2K (@NBA2K) July 6, 2022 While NBA2K has previously targeted global audiences, this campaign will be its biggest global effort, according to James Rowe, managing director at Adam&Eve/NYC. Adam&Eve pitched together with Omnicom Group sibling shop DDB Francisco for the brief in a process handled by the Burnett Collective. It was not immediately clear which agency most recently handled the business. "We decided to pitch as a bicoastal team to serve the needs of the client and tap into gaming expertise that we have in both offices," said Rowe. “Ever since we landed in the U.S., we’ve wanted to work on an iconic title like NBA 2K," he added. Adam&Eve/NYC opened in the U.S. in 2016 and has since won briefs including JetBlue, Peloton and Miller High Life. Recently, Matt Goff, the agency's joint CEO, moved to the New York office as CEO of Adam & Eve/DDB Group North America, saying that he intended to "turbocharge" the agency and capitalize on its new business streak. “We’re excited to partner with Adam&Eve/NYC and DDB San Francisco to take our NBA 2K work to new levels,” said Alfie Brody, VP, global marketing strategy at NBA 2K, in a statement. “NBA 2K is not only a basketball simulation game, but a living breathing ecosystem of hoops culture. We’re looking forward to expanding our reach together." Check out the latest Ad Age events and award programs

NBA 2K23 hires Adam&Eve/NYC and DDB San Francisco

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