Euroleague Basketball asked for our help in reaching a young, urban audience that displayed increasingly less interest in the competition and in basketball in general.
In the age of the multi-screen, young people’s attention is divided. They find it increasingly harder to enjoy the here and now. That’s why we used as our basis the passion that is lived on the EuroLeague courts and that young people are missing.
87% of Spaniards use their mobile while watching television.
We created Heroleague, an animated series in which we turned 18 stars from the competition into superheroes who used the passion to fight against an environmental crisis.
And, more importantly, the youngest fans (re)discovered their passion for basketball.