Nike for Avenue A-Razorfish

NBA We Are All Witnesses (LeBron James) Campaign

Campaign Objectives: With the Cleveland Cavaliers making the NBA Finals, Nike sought to showcase one of its most premier athletes, LeBron James, in his home state of Ohio. They wanted a high-impact creative strategy that would incorporate their nationwide "We Are All Witnesses" campaign into two key markets: Cleveland (home of the Cavaliers) and Akron (hometown of LeBron James).

Centro Solution: Using Nike's stock creative assets, Centro generated and ran automatic peelback units on the Homepages of Cleveland.com and Ohio.com. In addition, banner roadblocks ran on key game dates in Sports sections as well as rotations in between. The high-impact peelback units automatically expanded upon page load, displaying the familiar "Witnesses" creative. Centro was also able to customize the ads for each individual site under very tight timeframes.