The Golden State Warriors of the NBA have won 3 Championships in the past 4 years, with their last year playing at Oracle Arena in Oakland, CA approaching. However, instead of leaving a legacy in the Arena with a campaign of saying "look at what we did," the Warriors are taking to a creative strategy to show their fans where they have been, in an effort to show where they are headed for the future.
To summarize and reflect on their 47-year legacy, the team has joined with Duncan Channon, an ad agency, to develop mixed images of current Warriors players, and past players that fans will recognize form the past 47 years. Jim Barnett, a long-time analyst for the Warriors, commentates on these images mixing current stars like Steph Curry and Kevin Durant, with former legends of the franchise such as Baron Davis, and Ricky Barry. Parker Channon, co-founder of the ad agency, said, "Because here's a team that's won three championships in the last four years and they're not saying 'Hey, look at us,' but rather 'Hey, remember them.'"
This campaign is different from others commemorating sports teams, as it is more of a puzzle than showing exactly what you want or are trying to convey. The agency had to take footage from the 90's for example, and piece it in with high-quality photos from 2018, and make it look effortless. However, it pays off when fans are seeing campaigns with current stars while trying to remember old stars from the past in the same image. Using images from the past few decades along with new, current images and mixing them together into one image creates an interesting visual for fans, allowing them to not only reminisce, but to get excited about where the team is headed. It also allows the franchise to be humble in reflecting on their past, when it could have been very easy for them to highlight their success in the last four years.
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