How does an NBA team facing a time of transition rally themselves, their fans, and the community at large? By defining a campaign that works no matter who is on the roster. A campaign that recognizes the challenges facing the team and revels in it.
GBC was tasked by the Orlando Magic to craft a campaign concept at a time when star players are exiting, when leadership is changing, and at a time when the fans and the city of Orlando need a unifying call to mobilize in support. The concept needed to be strong enough to work in multiple mediums and at every level of the organization.
"We Will." is the realization of those efforts. It is a defiant statement that is designed to shatter any question that this organization, this team, the fans, and this city, are dedicated to bringing a Championship to Orlando. And when it happens, the headline will read "We Did."
Positioning Statement
Since 2007, we've won more games than almost anyone.
And we've made the playoffs ever year,
getting close enough to a championship
to make us want it that much more.
But this is not about the past.
It's about the future.
It's about what we want to do.
About what we will do.
We will lead.
We will inspire.
We will seek greatness.
We will win.
And we will become iconic.
We will do it with class,
integrity, and style.
We will rise up.
And we will bring the entire community with us.
We will tenaciously pursue a championship.
And we will never stop.
Because one will never be enough.
We will do this.
We will.
