NBA – There Can Only Be One

Fun taps into the unfiltered emotions of the NBA Playoffs.


Help generate new excitement about the NBA Playoffs.


Created a visually iconic and emotionally surprising campaign that was voted Campaign of the Decade.

With ‘There Can Only Be One’, we introduced NBA fans to a place they’ve never been, inside the heads of their favorite players. With the ‘split face’ approach we had NBA players share their fears, dreams, and inspiration in a way that had never been seen before. We find out, they’re more connected than we thought. The campaign lived in broadcast, print, outdoor and social. The campaign crossed over into popular culture and NBA playoff ratings went up for the first time in three years.

Case Study