I Am LA Los Angeles Lakers

The Ask

How did one of the most recognizable sports franchises sustain fan loyalty as a living legend retired and was replaced by exciting new talent?

The Insight

Fans need attention. More than recaps and milestones, LA’s diverse and fiercely loyal fanbase needed a team that spoke their language and evolved with them.

The Strategy

I AM LA was a rallying cry. A celebration of the new team, and a revamped franchise that embraced every individual as an essential part of Los Angeles and the Lakers’ story. See the spot below as the spark that re-energized a global fanbase and kicked off a slam dunk of a campaign.