For the past 10 years, the one brand that has been noticeably absent from the branding of the NBA is the NBA. In 2007, that would change. A new campaign was developed to introduce a new theme that would remind people that the NBA is…Where Amazing Happens.

Stills were animated to bring frozen moments to life. Supers were used to bring the stories to life. Before long the campaign had taken on a life of its own. There are now over 3,000 user-generated spoofs of the campaign on You Tube. Where Amazing Happens is now in America’s hands.