MARCEL MONIAGA & JACK DELMONTE, CREATIVE DIRECTORS, BWM ISOBAR SYDNEY

Marcel Moniaga (left) is a creative with over 15 years of experience in the advertising and digital industry. He believes in the power of creative ideas to solve business problems, using technology to enhance brand storytelling. He started his career at a time long before the iPhone, YouTube, Instagram, Facebook or even TikTok, and worked on multiple industry verticals and brands over the years from financial services, tourism, FMCG, consumer electronics, to fashion and charity. Outside of work, he spends most of his time in iPhone photography, the NBA and perfecting his latte art.

Jack Delmonte (right) is a Creative Director at BWM Isobar that specialise in big media agnostic ideas that push the boundaries. The kind that sit bang on the cross section of advertising and culture. His work has been awarded on numerous projects across all major award show around the world including Cannes Lions, D&AD, One Show, NYF, Clios and many more. Amongst other strange things Jack has turned cars into musical instruments, created pepper grinders that shut down the internet, convinced two rival airlines to agree to a wager on the World Cup and given away the All Blacks to create 100 advertising campaigns for a 100 small covid hit New Zealand businesses. In his spare time you can find Jack hanging out in his mum’s attic stroking his collection of unworn boxfresh sneakers.

BRIEF: Get more kids to hoop

Background: Assume it is 2023. The world has got on top COVID-19, but fears still linger around travelling to far away places.

The challenge: Imagine you are FIBA. You have $1M USD to roll out a campaign encouraging kids to start playing basketball. You have access to any professional basketball talent you want, from the NBA to leagues across the world. What would you do?

Target audience: Parents of kids aged 8 to 15 in developed countries who are still finding "their sport". Some of these parents are basketball fans but most won't be.

Considerations: Your idea should create a strong call to action for the sport. It should be an idea big enough to kick off a multi-year comms platform that local FIBA subsidiaries in each country can extend further with their own local budgets.

What success looks like: This is about encouraging more than shots in a playground. Your idea must clearly drive trials and/or sign-ups at local clubs who participate in organised competitions. Extra consideration will be given to ideas that are highly shareable and create earned media.

Responses to Brief 6 due February 28th, 2021 11:59pm (Los Angeles time)