Kobe’s Rules Book
ESPN
Issue 41 | December 2016
Agency
Africa
Creative Team
CCO: Sergio Gordilho ECD: Alvaro Rodrigues, Rafael Pitanguy, Eco Moliterno Creative Directors: Sergio Gordilho, Matias Menendez, Nicolas Ferrario Copywriter: Nicolas Ferrario, Mateus Coelho, Lucas Ribeiro Art Director: Matias Menendez, Alexandre Kazuo, Pedro Gabbay Illustrator: Alexandre Kazuo, Pedro Gabbay, Pedro Sanguiné, Raphael Santos, Rafaela Teixeira, Theo Cardinali, Edson Rosa, Rodrigo Molina, Fernanda Oliveira, Bruno Menon
Production Team
Project Manager: Guilherme de Oliveira Project Producer: Rafael Coelho Agency Producers: Rodrigo Ferrari, Stella Gafo Production Company: PBA Cinema, Produtora Associados Director: Santi Dulce Executive Producer: Mayra Gama, Fernando Fanucchi D.O.P.: Felipe Hermini Editing: Patricia Junqueira Post Producer: Diulle Sorrentino, Beach-Serginho Pascoalino Sound Design: Big Foote Production: Chris Jordão, Gabriel Soster, Erick Lee
Other Credits
Client Services: Marcio Santoro, Juliana Araujo, Lucas Fajardo Media: Luiz Fernando Vieira
Date
June 2016
Background
Kobe Bryant had retired, he who was one of the greatest basketball players of all time. And ESPN, official broadcaster of NBA, needed to pay special homage to this sports icon.
Lots of big brands were talking about the subject and a unique approach was needed, one that could draw the public's attention and show ESPN's personality.
The challenge was to reach Kobe Bryant in a way only ESPN could.
Idea
Kobe Bryant went beyond what is usually expected from a basketball player. He challenged limits, overcame records and re-wrote the history of the sport.
To pay homage to Kobe Bryant, NBA's Rules Book was turned into Kobe Rules Book. To do that, a retrospective was done of his entire career, from the origin of his name to his last score in the game. Then, a team of 12 artists was gathered to make interventions in each of NBA's Rules Book's pages, according to the theme of that particular part. For each page, an intervention, using illustrations, typography, sewing, ink that glows in the dark, and even bandages.
Only 24 books were produced, the same jersey number Kobe had until the end of his career. 23 to NBA lovers. 1 to Kobe.
Results
With Kobe's Rules Book, there were amazing results: homage was paid to the Black Mamba, content was produced that was shared by opinion makers all over the country, they communicated that ESPN is an engaged sports brand and that it is always up-to-date with what's happening in the world of basketball, and a clear connection was established between ESPN and NBA and between ESPN and sports' fans in Brazil.
More than that, an object of desire was created for basketball fans and admirers of Kobe Bryant's career. After sending the first copy to Kobe, the 23 others books were delivered to NBA lovers.
This fact became news in the press, social networks and daily requests were received for an exclusive copy of the book from eager fans.