For the first time the Basketball World Championship in 2023 would be played in 3 different countries: Indonesia, The Philippines, Japan.
We launched the new brand amid a global pandemic where street courts are closed and the basketball community feels disconnected from their sport of choice and unable to play due to sanitary restrictions.
So our goal was to unite the fans in a way they don’t feel left out and prepare them for the emotions of the 2023 WBC abiding by the rules of social distancing. To make a logo reveal that is playful, and shareable.
We created 3 music beats inspired by local music from the Philippines, Japan and Indonesia, released them on music platforms and asked fans to dribble to the beat then sharing their videos under the #dontmissabeat tag. Professional players and influencers were called to also dribble to the beat thus engaging other fans to follow.
Some weeks later a video was released with the previously fan generated content and a new soundtrack composed of the 3 beats combined revealing the logo for the 2023 competition.
Biggest and most impactful logo launch in FIBA’s history, 27 million video views, 44 million, unique reach, 600,00 engagements, 146 million impressions. 69% of fan engagement came from the hosting countries but also China and the USA. Fan feedback on the logo was massively positive.