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NBA – If

Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaigns / 2020

Research with casual fans showed that an expected three-peat Warriors run was decreasing viewership motivation. But these perceptions were based on a hangover from previous seasons. Hardcore fans said the Warriors actually looked vulnerable. And the stats proved it. R/GA New York then noticed a pattern in how fans were expressing doubt. If the Raptors and Warriors meet in the finals, Toronto can win.

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