Campaign details
Brand: Minnesota TimberwolvesAgency: Olson Engage
The Challenge
After 14 straight playoff-free seasons, Minnesota Timberwolves fans had begun to lose hope, becoming among sports' most cynical fan bases. Heading into the 2017-2018 season, the team understood that reversing that trend would require convincing fans a transformation was underway.
In that spirit, team leadership set out to introduce a 'New Era' of Timberwolves basketball through major changes on and off the court. The first step? A reinvented brand identity representing the team's heritage, promising future and elements of civic and state pride.
- Objective One: Ensure the announcement...