SAUSALITO + NYC + LA

People don't play fantasy football because they love managing a roster. They really play to reconnect with family, friends, friends of friends, and even their co-worker Tony. It’s truly a bond unlike any other.

 

And with ESPN becoming the Official Fantasy Game of the NFL, now there’s even more to bring us together. That’s why our campaign gave this special time of year a name: Fantasy Bonding Season

 

Inspired by the iconic opening sequences of beloved ’90s sitcoms, we created an original theme song with a heavy dose of nostalgia, moments of extreme bonding in the form of a 10-person tandem bike & conjoined sweater, and a heightened, relentlessly joyful tone to showcase the characters, rivalries, and sometimes odd relationships that keep us coming back every year.

 

All with the primary objective of driving new and returning Fantasy Football sign-ups, while encouraging users to engage more deeply with ESPN's broader digital sports ecosystem… An objective that was successfully met, resulting in an all-time record for ESPN with 16 million sign-ups.