LA CLIPPERS REBRAND “WE RUN AS ONE” • writer
After the Donald Sterling scandal in 2014, the Clippers RFP’d a number of agencies to help them rebrand. RPA won the business, and I’m proud to say that my campaign, “We Run As One,” was the centerpiece of the pitch. But I'm sad to say that a week after we won the pitch, Steve Ballmer bought the Clippers and insisted on a campaign that was more “punch you in the mouth.” Four rounds later, we sold the “Be Relentless” campaign, which I have not included on my site.
Ironically, two years later, the Houston Rockets claimed my “Run as One” tagline and kept it for 3 seasons.
The “We Run As One” Pledge
Before the beginning of each game, one lucky fan would lead the arena in the We Run As One pledge
Wild Postings
In-Arena: T-Shirt Giveaway
Cheer Cards
Display: Single Game Tickets
The Clippers wanted simple "digital video" ideas to sell tickets and share on social, but player access and production dollars were very tight. So during the downtime at practices and meetings, we wanted to shoot cell phone video of the players responding to fan tweets with #WeRunAsOne.
MATT BARNES:
@ClipperFan4Life tweets, "Big game against the Warriors tomorrow, @Matt_Barnes22. Keep your cool, man! No technicals and freebies! #AngerManagement. #WeRunAsOne" . . . I hear ya, dude. And Doc's got me on a new regimen of meditation and yoga to calm me down. I think it's working.
Matt picks up 2 basketballs and spins them on each hand, then begins to chant.
Oooohhhhhhhhhmmmmmmmm.
DEANDRE JORDAN:
@ClipsDieHard tweets, "Hey @DeAndreJordan. How are you guys gonna handle the Spurs on Saturday? We gotta take down the Champs #WeRunAsOne."
Well, ClipsDieHard, we just gotta be patient, move the ball and find the open shot. Like this:
DJ grabs the phone filming him and tosses it. Someone catches it and starts selfie-filming himself. It's JJ Redick.
JJ: Not open.
JJ tosses the phone. Jared Dudley catches it and starts filming himself..
DUDLEY: Still covered. But DJ's open now.
He tosses the phone. DJ catches it and dunks it. He picks it up.
DJ: Find the open man and get good shots. That's how you beat the champs.
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