Be The Atmosphere.
University of Oregon Men’s Basketball
THE PROBLEM: The hype around UO Men’s Basketball is falling short. Matthew Knight Arena lacks the energy and fan turnout that McArthur Court once had. We need butts in seats!
THE INSIGHT: UO fans are drawn to sporting events because of the experience. The atmosphere. They come for more than just the game.
THE IDEA: Show duck fans that they’re team-players too. They make it more than just a game. The notorious “Big Duck Energy” is a symbiotic relationship among the athletes and fans. They bring the atmosphere.
THE FOREST: It surrounds us, engulfs us, it’s what makes us Oregon. The trees are our atmosphere–we exist symbiotically. Secured by their roots, they stand proudly for centuries–unwavering amidst the changes in their climate. They’re strong on their own, but formidable in forests. And like the trees that envelop us, we’re rooted in each other. We’re connected by an invisible string that weaves through generations of culture, tradition, and grit. To be a Duck is to embrace what those ahead of us left behind–not alone, but together. No matter how much our environment changes, Duck culture remains entrenched in Eugene’s soil. Just like the trees.Matt Knight’s signature trees are implemented in the background of these executions–a nod to Oregon’s celebrated terrain and its unwavering duck pride.
Eugene Billboards received 1,250,025 impressions.
Banners placed around Eugene on the back-end of the season to remind fans to keep the momentum going.
Social Media spots that show the person behind the player–building that symbiotic player/fan connection off the court
Strategy: Sami McCarty
Design: Oscar Zurita, Ryan Pham, Jenna Petri
Copywriter: Me!
Producers: Eli Bogatin & Derek Heath
Media Planners: Grace Clary & Rachel Bacon
Account Manager: Jack Chasin
Project Manager: Kennedy Weber
Social Strategist: Ellie Siedelman