P007 → Atlanta Hawks

Creating a new culture of fandom

Context: 
The Atlanta Hawks have had a bad…several years. From changes in management and ownership to lack of vision, the city and its fans did not trust the team, and had no reason to be loyal. 


The Challenge:
Create a new culture of fandom for the worst performing basketball team in the NBA. 


The Insight:
A city full of NBA fans that do not love the Hawks. A city and game that creates and influences culture. A city and a team with an unclaimed identity. 


The Solution:
Give Atlanta a reason to claim the Hawks by recognizing and embracing our failures and clearly articulating the vision for what’s to come. 

Agency: Chemistry



Services

Brand Strategy
Creative Strategy
Consumer Insights
Creative Brief Development
Copywriting