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Band: The Reason I Coach
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BAND, the popular social networking app for teams, unveiled itself to U.S. audiences this week in a sports-centric ad campaign consisting of two online spots. “The Reason I Coach,” is an ode to hardworking, selfless coaches everywhere, who routinely sacrifice behind the scenes for the good of the team, while “What Matters Most” chronicles one high school basketball team’s spirited journey toward a big game. Together, they examine what it means to truly unite as a team and how the BAND app can help. BAND tapped San Francisco-based creative agency Gold Front to create their new “Teams Wanted” campaign line and bring this story of fellowship to life in an honest and relatable way. “Band asked us to make something their audience would engage with online,” explains Gold Front owner and creative director Josh Lowman. “We knew that real players and coaches would be watching these films, and that’s exactly who we felt should be in them too.” With this in mind, Gold Front embarked on an exhaustive search for a real high school basketball team who would not only be great on camera, but willing to allow a film crew into their lives.
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