Atlanta Hawks
“Live From Downtown”
NEW ARENA LAUNCH CAMPAIGN // TV // OOH // DIGITAL // IN-ARENA // WEB COPY// SOCIAL
As Philips Arena underwent significant renovations and improvements to become State Farm Arena, it needed a campaign to explain the change and get fans hyped for the future. Our goal was to establish the arena as an entertainment destination that isn't just for sports fans. Live from Downtown encourages fans to attend games in person and can be used for concerts and other events.
SENIOR CW: Drew Grossman
SENIOR AD: Tex Grubbs
ACDs: Nick Gebhardt/Will Agrella
CD: Ty Wong
AGENCY: Adrenaline
CLIENT: The Atlanta Hawks
The campaign coincided with massive redevelopment efforts to downtown Atlanta ahead of the 2019 Super Bowl
Highly coveted branded t-shirts were given out at home games through a sponsorship with Kia
You still see people wearing these at most basketball courts across Atlanta
In addition to serving as the script for a :30 Live From Downtown commercial - this became a poster available to fans, featuring Hawks start point guard Denis Schroeder.
Here’s an example of using the campaign for a game promotion
The team used Live from Downtown to kick off a fan engagement week