KD IS NOT NICE
December 17, 2012
Everyone agrees that Kevin Durant is the nicest guy in the NBA. But while Kevin Durant the man is remarkably humble, quiet and likable, his on-court performances are merciless, astonishing and utterly dominant. No longer will KD’s off-court niceness overshadow the fact that his on-court game is anything but. KD is not nice.This campaign was launched as a guerilla marketing effort in KD's hometown, Oklahoma City. One night, five billboards, three projections, several street teams and 5,000 t-shirts and posters hit the city. This town loves Kevin Durant and we let them start the conversation.See also: KD IS NOT NICE: WHO IS KD? and #KDISNOTNICE: the meme in my portfolio.
- Copywriter: Nathaniel Friedman w/Josh NelsonArt Director: Lee JenningsCreative Directors: Guy Seese, Rob ThompsonECDs: Susan Hoffman, Mark FitzloffAcount Team: Catherine Wolpe, Jordan Muse, Shea JacksonClient Contact: Steve HendersonStreet Photography: Rob Lewis (Thanks Rob!)Studio Manager: Patrick CahalanProject Manager: Sylvia GutierrezMedia: Josh Chang