Just in time for the start of this year’s European Basketball Championships in September, the latest issue of Sports Illustrated Germany is all about basketball. In accordance with this, FRASER created a campaign that highlights the feelings of basketball fans.
What’s behind the fascination with basketball? FRASER developed a campaign for the sports magazine under this guiding question.
The August 29, 2022 basketball special features basketball superstar Dirk Nowitzki on the cover. In the exclusive coverage, the German sports legend talks about the NBA, the German team and his personal plans for the future. Dennis Schröder, captain of the German national team, also speaks in an in-depth interview about the best league in the world, his childhood and the upcoming tournament.
“Dirk Nowitzki is the greatest German basketball player of all time and one of the greatest NBA players in sports history, Dennis Schröder the most successful German professional of our time. In the new issue of Sports Illustrated, the two exceptional athletes have their say“, says Christoph Landsgesell, editor of Sports Illustrated Germany.
We have produced three advertisements intended to capture different emotions: the analogue but 100% interactive print advertisement”paper ballengages the readership and invites them to become active themselves and experience first-person basketball. “Goose bumpscreates an analogy between the unique texture of a basketball, reminiscent of goosebumps, and the emotions that this sport can trigger. Finally, the “Swoosh” video ad picks up on another phenomenon: the unique so-called sound you get when the ball hits without hitting the ring.
“We are delighted to have the opportunity to work again with Sports Illustrated Germany. The launch of this all-new basketball edition gave us the playful freedom to create an ad that was both interactive and 100% analog. We also experienced the hypnotic effects of ASMR sounds,” said Fernando Barbella, ECD at FRASER. “To quote Dirk Nowitzki: ‘It’s fun to be around guys who want to work, who want to learn, who want to get better.’ That’s how we feel every time we work with the Sports Illustrated team.
FRASER has supported Sports Illustrated Deutschland since the first German edition in December 2021.