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SAUSALITO + NYC

Woman in a bathroom holding a phone with bracket choices.
3D animated illustration of the number 100 in a pink color.

HELPING CASUAL FANS EMBRACE THE MADNESS 

Green neon underline on a dark background.

ESPN

Anyone Can Bracket 

Capabilities

Creative

Design

Media

Production

Strategy

Animated basketball spinning on a finger in an 8-bit pixelated style illustration.
Hand-drawn green arrow illustration pointing downward.
Neon green hand-drawn arrow pointing right.

PROBLEM

How to grow beyond core sports fans, when brackets can feel daunting for casual fans who don’t follow NCAA Basketball?

OUTSIDE-INSIGHT

We often think we need to know everything, but when it comes to March Madness, not knowing is the fun part.

Red, orange, and yellow animated flame illustration.

SOLUTION

Anyone Can Bracket - a platform that has allowed us to highlight everything from different player archetypes, like the “gut instinct” player, to literal inanimate object participation. 

MEDIUM

Our unlikely heroes carried the message, in paid & owned channels to establish the idea, as well as ongoing engagement through social handels based in our hero personas.

Man in glasses looking at phone for ESPN bracket.
Bobbing toy bird wearing a green top hat on a smartphone.
Woman with surprised expression looking up from smartphone.
2 animated illustrated eyes growing and showing lines around them symbolizing excitement.
Neon green hand-drawn X mark on a black background.
Animated black cat illustration with a swinging tail.
Green hand-drawn arrow pointing right on a black background.
Hand holding phone with UConn Huskies logo and bracket info.

OUTSIZED IMPACT

Men's Tournament

  • Total Players: 8.21M (+9% YoY)

  • Brackets: 20.05M (+16%YoY)
     

Women's Tournament 

  • Total Players: 1.1M (+23% YoY) 

  • Brackets: 2M (+41% YoY)

3D animated hovering rocket illustration.
Yellow fireworks explosion animated illustration.

MORE WORK

Green hand-drawn circle on a black background.
Yellow animated 3D hand illustration facing to the left, giving a thumbs up.

ESPN

ESPN

ESPN

ESPN

Amazon Web Services

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