FIBA

2019 marked the first time that China was selected to host the 18^th edition of the FIBA Basketball World Cup (FBWC) – a sporting event where 32 international teams compete for the championship title. To celebrate, FIBA (the International Basketball Federation) partnered with us to create the FIBA Basketball World Cup Trophy Tour presented by Aeroflot. By bringing the newly designed trophy to fans in 25 countries across five continents, FIBA hoped to increase awareness and appeal for the FBWC. 

The FIBA trophy is brand new, so it doesn’t have the recognition as other sport trophies, so we needed to create a tour experience that would generate noise. Literally. Our idea was to create the #LoudestCheer that could be heard by the world. A cheer that would connect us all together in our excitement for the FBWC. 

The trophy toured 33 major cities and we captured images of it next to iconic landmarks such as the Eiffel Tower and the Great Wall. In 16 of those cities, we gave fans the opportunity to interact with the display, and captured video and audio of them cheering for their favorite team. We then then put all the content together to create the world’s largest digital video montage.  

Fans unable to join in-person participated via our FBWC web-app, which allowed them to contribute their own five-second cheering video and share it on social. The fans with the most popular videos were eligible for a chance to win a ticket to the FBWC. 

And finally, leading up to the main event, we designed and executed eight ‘House of Basketball’ pop-up showcases to bring the hype of the World Cup to shopping malls across China. Generating excitement in what is currently the world’s largest basketball market.  

In the end, we received 1,414 videos for our #LoudestCheer digital montage, garnering a 343K engagement rate on Weibo with 400M impressions.