Since the NBA wanted to promote the playoffs in advance of knowing the matchups, our first round of work simply featured traditional NBA rivals.With the playoffs underway, the second round of work promoted specific games by pairing two players from competing teams. The campaign extended across TV, national magazines, daily updated newspaper ads, rich media banners, the NBA home page and a microsite that allowed fans to create their own “split face” posters.During the NBA Finals we added more elements, including outdoor and (teaming up with Adidas) limited-edition T-shirts. The split face image of Kobe Bryant and Kevin Garnett also graced the cover of the NBA commemorative program for the Lakers-Celtics final.

NBA television ratings soared by 61%. The campaign also reached pop culture status, inspiring a cover of Time Magazine and being spoofed on Saturday Night Live.