Crafting an Epic Story to Match an Epic Moment.

Challenge

25 years ago the Toronto Raptors were a basketball team, playing inside a baseball stadium, at the centre of the hockey universe, and 25 years later they are NBA Champion - so how might we celebrate the 25th anniversary, and honour how far the the brand has come and who got us here?

Solution

To celebrate this monumental season, we unveiled a campaign celebrating the hands that built the North. Raptors are a disruptive brand so we launched our story in a disruptive manner, revealing a 20-foot art exhibit at Toronto’s largest public art fair, Nuit Blanche. We built a rich tapestry of content celebrating our past, present and future. Our design, activations and storytelling had a layered, humanistic approach focusing on those who got us here, and those who will take us forward.

Results

Reach

+ 1M people visited the TWO FIVE exhibit at Nuit Blanche.

55% of all media coverage for Nuit Blanche mentioned the Raptors.

60M earned media impressions, which is 3x higher than the next biggest campaign that season, and equivalent to $500K in advertising value.

Engagement

2M video views across all social platforms.

200K engagements per post on TWO FIVE content.

Conversion

+50K new downloads of Raptors app.

$500K in new sponsorship revenue from TWO FIVE IP.

$250K in retail revenue from TWO FIVE IP.

Awards

Gold for Design at the Canadian Marketing Awards (2020).