THE DEBUT | BUDWEISER + ESPN
Oscar Schmidt is a Brazilian idol as well a basketball legend. Many people ask why he has never played in NBA. We told the story. And thirty-three years later, we made his dream come true.
It all started with a video teaser
with Oscar training for some mysterious reason,
14 years after getting retired.
The video became viral
and had more than 600k interactions on Facebook.
After a few days, on a Facebook Live, we revealed NBA invitation for Oscar’s debut.
And then, we launched a fully integrated campaign:
Despite Oscar has never played
in the league,
NBA put his possible Jersey
up for sale in Brazil.
It was sold out in only 4 hours.
Adidas also launched a special basketball
sneakers especially for the game.
Game-Day Activation:
After the game, we launched a documentary
produced and launched by ESPN Films.
It was aired in ESPN’s TV programs
and is available on-demand, in the video platform ESPN Watch.
