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ESPN+: Join The Evolution
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Born out of ESPN's ongoing mission to serve sports fans anytime, anywhere, ESPN+ is the ultimate evolved sports streaming platform delivering more live sports, original content and premium editorial than any other streaming service. Now ESPN+ is launching an integrated brand campaign inviting sports fans everywhere to "Join the Evolution." ESPN worked with Austin creative agency Preacher on the new campaign that chronicles the evolution of sports viewership from the fans’ perspective. The creative uses a mix of archival and modern footage to show how in addition to its live sports rights, ESPN+’s exclusive features and original content continue to bring the ever-changing world of sports straight to the fans, in real-time, anytime. To drive home the message, ESPN and Preacher enlisted up-and-coming alternative artist/rapper De’Wayne to record a modern-day evolution of Daft Punk’s 2001 hit track, “Harder, Better, Faster, Stronger,” to serve as the campaign’s anthem. De’Wayne’s hard-hitting rock instrumentation, mixed with lively hip-hop beats and punk-tinged vocals, delivers a fresh take on the electronic original, whose repetitive lyrics remind fans that nothing ever stands still—just like in the world of sports.
Client: ESPN+ Related
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