Translation and Sprite Join LeBron James for His “First Home Game”

New York, NY.—October 27, 2014—Over the years, Sprite’s iconic “Obey Your Thirst” campaign has become a rallying cry for those who follow their hearts with conviction, honesty, and authenticity. Now, two decades after the official launch of the classic tagline, Translation is helping the eternally youthful brand put a fresh spin on its landmark campaign for an all-new generation of consumers. “First Home Game” pushes Sprite into the thick of the cultural conversation by tapping into a truly momentous event – the 2014 return of NBA All-Star LeBron James to his hometown of Akron, Ohio, and his hometown team, the Cleveland Cavaliers.

To capitalize on the excitement surrounding Akron’s prodigal son, we created a special live experiential event on the Patterson Park basketball courts where LeBron first discovered his love for the game. We teamed up with street artist and frequent Sprite collaborator Futura to remodel the neglected courts, and hosted a special community pick-up game and basketball clinic for local youth. And to make sure our event was something the community wouldn’t forget, we capped the whole thing off with a special appearance from LeBron himself, who soon joined in the action for his “First Home Game.”

The new campaign transforms footage from that incredible day into a :30 broadcast spot and a :90 long-form video, with daily social content for all Sprite social channels. Both spots were directed by famed commercial auteurs The Bandito Brothers, and feature “I Bet My Life,” the debut single from Imagine Dragons’ second studio album.

Credits:

Brand/Client: Sprite | The Coca-Cola Company
Campaign Title: The First Home Game
Spot Title: “First Home Game”
First Air Date: 10/27/14
Media Buy: On Line (Facebook + Twitter)

Agency: Translation
Founder/CEO: Steve Stoute
Chief Creative Officer: John Norman
Creative Director: Paul Roberts
Creative Director: James Cohen
Senior Creative: Armando Samuels
Senior Creative: Matt Comer
Senior Creative: Matthew McFerrin
Director of Content Production: Miriam Franklin
Executive Producer: Carole McCarty
Associate Producer: Kristen Cooler
Associate Producer: Philinese Kirkwood
Music Editor: Fafu Pfafflin
Music Supervisor: Nick Pacelli
Account Director: Elisa Silva
Account Supervisor: Willie Shearer
Account Executive: Chris Martin
Project Manager: Alimah Shamsid-Deen
Director, Cultural Engagement: Chris Cummings
Strategist, Cultural Engagement: Joel Rodriguez
Director of Cultural Experiences: Katie Longmyer
Manager, Cultural Experiences: Shari Samuels

Production Company: Bandito Brothers, Los Angeles
Director: Jacob Rosenberg
Director of Photography: Max Goldman
Executive Producer: Suzanne Hargrove
Line Producer: Ari Palitz

Editorial Company: Cut + Run
Editor: Dayn Williams
Assistant Editor: Ryan Harrington
Post Executive Producer: Rana Martin
Post Producer: Jean Lane

Post Company: MPC, NY
Flame Artist: Rob Walker
Post Producer: Armand Weeresinghe

Audio Post: Heard City
Mixer: Mike Vitacco
Executive Producer: Gloria Pitagorsky
Producer: Katie Flynn

Music: “I Bet My Life” by Imagine Dragons

About Translation:

Founded in 2004, Translation is a full-service communications agency with a reputation for helping Fortune 500 companies thrive in contemporary culture. The agency is dedicated to delivering transformative ideas that push past the limitations of traditional marketing, fundamentally changing the way a brand resonates with consumers in the global marketplace.

Led by Founder/CEO Steve Stoute and CCO John Norman, Translation delivers world class creative for a roster of premier brands, including State Farm, McDonald’s, Anheuser-Busch, Kaiser Permanente, Champs Sports, and Coca-Cola.

Contact:
Chelsea Vernon
Communications Associate
chelsea.vernon@translationllc.com
O: 212-299-5505

Follow Translation on Facebook, Twitter, Instagram, and LinkedIn. To access press materials, please visit the Translation Press Portal.

Media Assets – 10/27/14

View the spot.

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