To work on a campaign that generates expectation around the start of the new EuroLeague basketball season, highlighting the high level of the competition which ensures each season is evenly-matched.

Every year, Europe’s eighteen top basketball teams compete to win the EuroLeague: a constant challenge to achieve success that only one team can reach, until the next winner comes along.


To convey this idea, we sought inspiration in myth: that of Sisyphus, universal symbol of sacrifice that implies the constant search for a new goal. So, under the motto “Every Game Matters”, we worked on an item in which four of the best EuroLeague players (Cory Higgins, Nicolo Melli, Vasilije Micic and Tornike Shengelia) began a race towards the top as a metaphor of a competition without end, where every block, every match and every hour of training matters. The item’s production style was urban and contemporary, combining clips from real games with training scenes and visual metaphors about effort, tactical dilemmas and overcoming difficulties.


The story ends with an epic crescendo summed up in the spot’s final message: “When you reach the top, you might think there’s nowhere left to go. But in this competition, there’s only one path: to go even further”.

The campaign was broadcast on TV and digital media in nine countries, including France, Italy, Russia, Germany, Spain, Israel and Turkey. The continental character of the competition and the broad diversity of its fans motivated us to translate both the main seventy-second piece and its reductions into five different languages.